Brand Tone

Artisanal, Passionate, and Supportive.

Brand Values

• •Quality and Natural Materials
• •Craftsmanship and Expertise
• •Community and Connection
• •Authenticity and Personal Passion

Best Practices

• •Lead with Passion and Authenticity: Always infuse the copy with the brand ’s genuine love for knitting. Use the founder's story and the "why" behind the brand to build a connection with the audience.
• •Use Sensory and Evocative Language: Describe the products beyond their technical specs. Use words that evoke touch ("soft," "silky," "rustic"), sight ("vibrant," "heathered," "delicate"), and feeling ("cozy," "elegant," "heirloom") to help customers imagine working with the yarn.
• •Emphasize Quality and Curation: Consistently use terms like "premium," "hand-selected," "natural fibers," and "artisanal" to reinforce the brand's commitment to high-quality materials. Mentioning trusted brands like Lana Grossa or PetiteKnit also builds credibility.
• •Be Supportive and Inspirational: Frame your copy to be encouraging. Ask questions like, "What will you create?" and offer guidance. Position the brand not just as a seller of goods, but as a helpful partner in the creative process.
• •Maintain a Consistent Community Focus: Even in digital copy, allude to the wider world of knitting. Reference community events, share customer projects (with permission), and foster a sense of belonging to the GarnbyJacobsen community of crafters.

Social Perception

trustworthy, high-quality, and knowledgeable specialty retailer. Customers value the curated selection of premium yarns and the personal touch of the founder.

Copy Examples

• •Feel the difference quality makes. Our new collection of merino wool is exceptionally soft, rich in color, and a true joy to knit with. Your next masterpiece begins here. #GarnbyJacobsen #QualityYarn #NaturalFibers
• •Create with a clear conscience. Our collection of sustainable and organic yarns lets you focus on the beauty of your craft, knowing you’ve made an earth-friendly choice. Explore sustainable knitting.
• •From a dream in a small basement to a passion we share with you. Every skein we offer is chosen with care, quality, and your creativity in mind. Thank you for being part of our story. What are you inspired to create this week?
• •This alpaca-silk blend is pure luxury. With a delicate halo and a beautiful drape, it's the perfect choice for an elegant shawl or a treasured heirloom sweater. Let the natural fibers guide your needles.
• •Premium Yarn in Denmark | GarnbyJacobsen | Shop Online. Discover natural fibers, exclusive patterns & knitting kits. Personal advice and fast shipping. Start your next project today!