Brand Tone

Warm and Friendly, Curated and Boutique, Charming and Inviting, Community-Focused, Stylish and Modern (with a touch of timeless)

Brand Values

• •Quality Curation
• •Customer Connection & Service
• •Community Engagement
• •Aesthetic Appeal
• •Family Ownership

Best Practices

• •Embrace "Warm & Welcoming" Language: Use friendly, approachable words. Phrases like "Hello!", "We'd love to see you," "Chosen with care," and "Your friends at Fleurt" reinforce this. Avoid overly formal or impersonal language.
• •Highlight "Curated" and "Unique": Consistently emphasize the special selection of products. Use terms like "handpicked," "artisan," "locally sourced" (where applicable), "limited collection," and "boutique exclusive" to convey the value of the curation.
• •Weave in the "Community & Family" Story: Subtly remind customers of the brand's roots as a family-owned, local West Seattle business. Mentioning "our family," "your neighborhood spot," or "supporting local" can achieve this authentically.
• •Focus on the "Experience" and "Atmosphere": Even in online copy, try to evoke the pleasant, charming, and inviting feel of the physical store. Use descriptive language that appeals to the senses and emotions (e.g., "cozy up with," "discover a little joy," "brighten your space").
• •Maintain a Consistent Visual and Verbal Identity on Instagram: Since Instagram is a key platform, ensure photo styles, caption voice, and hashtag strategy align with the warm, curated, and community-centric brand. Engage with followers in a friendly and helpful manner, mirroring the in-store service.

Social Perception

Fleurt Collective is perceived very positively by its customers and the local community. It's seen as a beloved local gem and a go-to destination for unique gifts, apparel, and home goods in West Seattle. Customers appreciate the personal touch of a family-owned business and the friendly service they receive. The brand is associated with quality, style, and a pleasant shopping experience. It's recognized as a resilient business that invests in refreshing its space and offerings.

Copy Examples

• •Welcome to Fleurt Collective – West Seattle's heart for curated style and thoughtful gifts. Discover unique apparel, charming home goods, and local treasures, all chosen with love by our family for yours.
• •Hello, sunshine! ☀️ Fresh threads have just landed at Fleurt, perfect for brightening your day and your wardrobe. Swing by our West Seattle boutique or tap to shop online. We can't wait to see you! #FleurtCollective #WestSeattle #BoutiqueFinds #NewCollection #ShopLocal
• •Light up your moments with our hand-poured artisan candles. Each one is a little piece of local calm, curated to bring warmth and a beautiful scent to your home. A perfect treat for yourself or a thoughtful gift from the heart of West Seattle. #FleurtHome #SupportLocalArtisans #CozyVibes
• •More than just a shop, Fleurt Collective is a little piece of the West Seattle community we adore. Thank you for being part of our story for over a decade! This week, we're shining a light on [mention a local maker/product or upcoming local event]. Come share the local love! #FamilyOwned #WestSeattleLove
• •Finding the perfect something, made easy. Our curated collection of gifts is chosen with care, offering unique finds for every occasion. Need a hand? Our friendly team is always here to help you discover a little joy. #GiftedWithFleurt #ThoughtfulGiving