Brand Tone

Creative & Artistic, Passionate & Enthusiastic, Friendly & Approachable, Ethical & Conscious, Joyful & Vibrant, Personal & Authentic

Brand Values

• •Creativity & Originality
• •Craftsmanship & Quality
• •Slow Fashion & Sustainability
• •Individuality & Self-Expression
• •Community Support
• •Passion
• •Inclusivity

Best Practices

• •Embrace 'Joyful Artisan': Always infuse copy with warmth, passion, and a touch of creative flair. Highlight the handmade nature and the joy embedded in each product.
• •Champion Slow Fashion & Ethics: Consistently weave in keywords and phrases like 'slow fashion,' 'ethically made,' 'handmade,' 'quality craftsmanship,' and 'sustainable style' to reinforce core values.
• •Keep it Personal and Approachable: Use 'we' and 'I' (referring to Jay/the Finki team) to maintain a personal connection. Share behind-the-scenes stories and the inspiration behind collections.
• •Celebrate Colour and Quirkiness: Don't shy away from descriptive, vibrant language. Words like 'colourful,' 'quirky,' 'vibrant,' 'joyful,' and 'unique' should be staples.
• •Foster Community: When addressing the audience, use inclusive language. Highlight collaborations and the support for other Australian designers to reinforce the community aspect of the brand.

Social Perception

Finki Handmade is perceived as a vibrant, creative, and ethical local brand deeply rooted in the Melbourne maker community. Customers and the local community likely see it as a go-to place for unique, handcrafted items and a supporter of independent design. The association with 'slow fashion' and 'ethical production' resonates positively with consumers who are increasingly conscious of their purchasing decisions. The personal involvement of Jaylene (and her husband Tynan) likely fosters a sense of trust and connection with the brand. The brand is seen as a champion of color, quirkiness, and joy in its product offerings.

Copy Examples

• •Dive into a world of colour! 🌈✨ Our new [Product Name] is here – handcrafted with love and a sprinkle of Finki magic. Each stitch tells a story of slow fashion and joyful design. Perfect for adding that unique touch to your everyday. Limited pieces available, made to be treasured. #FinkiHandmade #WearableArt #SlowFashionMelbourne #CrochetLove #HandmadeWithJoy
• •More than just stitches, Finki Handmade is a celebration of creativity, conscious living, and the joy of colour. Founded by Jaylene, a lifelong fabric addict, we believe in fashion that’s fun, expressive, and kind to the planet. From our Melbourne studio to your wardrobe, discover unique crochet pieces and curated goods from over 50 Aussie designers, all ethically made and designed to last.
• •Northcote, get ready for a splash of colour! 🎨 Visit Finki Handmade in-store for a curated collection of ethically made clothing, jewellery, and gifts by local Aussie designers. We’re passionate about slow fashion and pieces that tell a story. Find your next treasured item at [Shop Address]! #SupportLocalMelbourne #FinkiNorthcote #EthicalFashionAustralia #HandmadeGifts
• •Wrap yourself in wearable art. This isn't just a cardigan; it's a Finki statement. Lovingly crocheted by Jay in our Melbourne studio, this piece embodies the spirit of slow fashion – unique, timeless, and bursting with personality. Made with [mention materials, e.g., soft Australian wool], it's a cosy hug you'll reach for season after season. Dare to be different. ✨
• •🌈 Unlock a Little Joy: New Finki Handmade Treasures Inside! (Body snippet): Hello Colour Lover! This week at Finki, we're celebrating the art of handmade with fresh crochet designs from Jay and new arrivals from our talented Aussie makers. Discover pieces that are as unique as you are, crafted with passion and a commitment to slow, ethical fashion.