Brand Tone

Friendly and Welcoming, Playful and Humorous, Eclectic and Quirky, Community-Oriented, Authentic and Down-to-Earth

Brand Values

• •Friendship and Community
• •Individuality and Self-Expression
• •Fun and Escapism
• •Support for Independent Artists and Small Businesses
• •Women Empowerment
• •Inclusivity
• •Quality and Uniqueness
• •Social Consciousness

Best Practices

• •Embrace the "Friend" in FriendsNYC: Always write as if you're talking to a cool, interesting friend. Use inclusive language ("your," "we," "us"), be approachable, and share excitement genuinely. Keep it warm and inviting.
• •Inject Playfulness and Humor (When Appropriate): Don't be afraid to be witty, use puns, or add a touch of lighthearted sass. Reflect the quirky nature of the products in the language used to describe them. Emojis can be your pals here. 😉
• •Highlight Uniqueness and Discovery: Emphasize the "treasure hunt" aspect of shopping at FriendsNYC. Use words like "unique," "eclectic," "curated," "rare find," "kitsch," and "curiosities" to describe the product selection.
• •Champion Your Values: Weave in mentions of being women-owned, supporting independent artists, and community love. This reinforces the brand's identity and resonates with like-minded customers. For example, "Made by awesome women, for awesome people like you!"
• •Keep it Real and Relatable: Avoid overly corporate or stuffy language. Use a conversational style, share behind-the-scenes snippets (like on TikTok), and don't be afraid to show the human side of the brand, including the founders' personalities. Authenticity builds connection.

Social Perception

Customers and the public generally perceive FriendsNYC as a unique, fun, and quirky shop with a wide variety of interesting items, particularly gifts and home goods. It's seen as a "treasure trove" of cool finds and a go-to spot for those seeking something different or with a sense of humor. The women-owned aspect and support for local artists are positively recognized. The physical store is described as radiating character and trendiness. Online, they are seen as a brand that successfully translates its unique Brooklyn vibe to a wider audience. They are associated with terms like "kitsch," "vintage," "dopamine decor," and "unique gifts."

Copy Examples

• •Instagram Post (Image: A colorful flat lay of quirky home goods & a new candle): Warning: your home is about to get a whole lot weirder & more wonderful. 😉 Our latest drop of curiosities and must-have smellies just landed! Come fill your happy place with things that make you smile. #FriendsNYC #DopamineDecor #Bushwick #ShopSmall #UniqueGifts
• •Email Newsletter Subject Line: Your BFF (Brooklyn's Funkiest Finds) Has New Goodies! ✨
• •Website Banner for New Arrivals: FRESH CURIOS! 🤪 From global treasures to local gems, your next obsession awaits. Dive in, weirdos!
• •TikTok Video Caption (Video: Quick cuts of unique items, staff laughing): Just another magically manic Monday at FriendsNYC! 💖 Your daily dose of delightful distractions and things you didn't know you needed (but totally do). Come say hi! #FriendsNYC #RetailTherapy #BrooklynVibes #FunnyFinds #SupportWomenOwned
• •Product Description (for a novelty item, e.g., a baguette-shaped candle): Carb-load your cozy nights (minus the calories!). This ridiculously realistic baguette candle is here to prove that your decor can be as delightfully dough-lightful as you are. Perfect for gifting to your favorite foodie friend or keeping all to yourself – we don't judge. Handmade with love and a sprinkle of 'why not?' #NoveltyCandle #QuirkyHome #FriendsFinds