Brand Tone

Artisanal & Passionate, Authentic & Personal, Quality-Focused, Customer-Centric & Friendly, Slightly Rustic yet Elegant

Brand Values

• •Craftsmanship
• •Quality Materials
• •Sustainability
• •Australian Made
• •Customer Satisfaction & Connection
• •Customization & Bespoke Service
• •Family Business

Best Practices

• •Emphasize "Handmade" and "Craftsmanship": Consistently use terms like "handcrafted," "handmade," "artisan," "custom-made," and "workshop." Detail the care and skill involved in creating each piece, moving away from any perception of mass production.
• •Highlight the Timber's Story: Talk about the specific qualities of the wood – its origin (e.g., "native to Western Australia"), characteristics (e.g., "deep chocolate tones and red wine highlights" for Jarrah), and whether it's reclaimed. This adds to the perceived value and uniqueness.
• •Maintain a Personal, Family-Business Voice: Use "we" and "us." Refer to Ivan and Evy where appropriate (especially in About Us sections or direct communications). Keep the tone approachable, friendly, and grateful for customer support.
• •Be Transparent and Authentic (Especially Regarding Lead Times): While highlighting quality, also be realistic. If lead times are a known issue, address this proactively in FAQs or order confirmations. Explain that handcrafted quality takes time. Honesty builds trust, even if it means managing expectations about waiting periods. The note about holes being drilled by hand and looking "a little rustic" is a good example of this transparency.
• •Showcase Customer Stories and "Shelfies": Actively encourage customers to share photos and stories of their shelves in use. User-generated content reinforces the brand's value and social proof. Feature these prominently on social media and the website, as they bring the products to life in real homes.

Social Perception

Positive (Primarily), Appreciation for Craftsmanship, Concerns about Lead Times/Communication (Emerging), Seen as a Go-To for Custom Shelving

Copy Examples

• •From our hands to your home. ✨ This stunning [Timber Type, e.g., West Australian Jarrah] floating shelf was custom-made for a lovely family in [City/Region], ready to display their treasured memories. Each piece we create at Golden Whistler Wood Shop is a celebration of natural timber, handcrafted with passion right here in our Perth Hills workshop. What stories will your shelves tell? #GoldenWhistlerWoodShop #HandmadeInWA #CustomShelving #TimberLove #AustralianMade
• •More than just shelves, we craft connections. At Golden Whistler Wood Shop, Ivan's two decades of woodworking passion meet Evy's eye for design and dedication to you, our customer. We believe in the timeless beauty of solid timber, the character of reclaimed wood, and the joy of creating pieces that become part of your family's story. Every cut, every finish, is done with care, ensuring your handcrafted furniture is not just Australian made, but made to last.
• •Dreaming of that perfect timber touch? ✨ Golden Whistler Wood Shop specialises in custom-made floating shelves and furniture, handcrafted from beautiful Australian and reclaimed timbers. Whether it's a rustic mantelpiece or sleek American Oak shelves for your modern country kitchen, we bring your vision to life. Support a local Perth family business and invest in quality that endures. Get your free quote today! [Link] #CustomFurniture #FloatingShelvesAustralia #PerthSmallBusiness #SolidTimber #HomeDecor
• •Embrace the charm of yesteryear with our Reclaimed Baltic Pine floating shelf. Sourced with care and rich in history, this timber's pale honey tones and unique knots bring a warm, scandi-boho vibe to any space. Handcrafted in our Perth workshop, each shelf is a one-of-a-kind piece, sealed to protect its natural character. Ready to mount, it's more than storage – it's a story. (Please note, as this is a natural, reclaimed product, expect beautiful variations in grain and knots.)
• •Hello [Customer Name], Just a little note from our workshop in the Perth Hills! We're excited to share something new we've been working on... [Hint at new product/timber]. At Golden Whistler Wood Shop, our passion is bringing the natural beauty of timber into your homes. Stay tuned for the full reveal next week, and as always, thank you for supporting our family business and the tradition of Australian handmade. Warmly, Ivan & Evy.