Brand Tone

Knowledgeable & Expert, Passionate & Enthusiastic, Approachable & Friendly, Witty & Humorous (at times), Authentic & Personal, Discerning & Curated

Brand Values

• •Quality: Offering superior fabrics that perform well and feel luxurious.
• •Expertise: Providing accurate information and sharing deep knowledge about textiles.
• •Passion: A genuine love for the craft of sewing and the materials involved.
• •Inspiration: Helping customers envision and create beautiful garments.
• •Curation: Thoughtfully selecting unique and special fabrics.
• •Customer Empowerment: Equipping sewists with the best materials and knowledge.
• •Authenticity: Being transparent and genuine in business practices and communication.

Best Practices

• •Channel Ann's Voice: Write as if Ann Steeves is speaking directly to a fellow sewing enthusiast. Emphasize her personal passion and expertise.
• •Focus on Sensory Details and Emotion: Describe how fabrics feel, drape, and the joy of sewing with them. Connect with the emotional aspect of creating.
• •Be Generous with Knowledge: Share tips, advice, and fabric insights freely. This builds trust and reinforces expertise.
• •Maintain a Balance of Professionalism and Personality: While friendly and personal, ensure descriptions are accurate, and the overall presentation is polished. A touch of wit is welcome, but the core is quality and expertise.
• •Speak the Language of Sewists: Use terminology familiar to the target audience (e.g., 'drape,' 'hand,' 'selvedge,' 'deadstock') but explain where necessary for broader appeal or newer sewists. Engage with their specific needs and aspirations.

Social Perception

Gorgeous Fabrics is perceived as a trusted, high-end source for apparel fabrics by the sewing community. Ann Steeves is highly respected for her fabric knowledge, taste level, and contributions to the community (including her patterns). Customers see it as a place to find 'special' fabrics for projects that matter. The brand is associated with quality, reliability, and a personal touch that is often missing from larger retailers. There's an understanding that you might pay more, but you're paying for quality, uniqueness, and expert curation.

Copy Examples

• •New Fabric Arrival (Silk Twill): Stop everything. This Italian silk twill just landed, and honestly, it took my breath away. The drape? Like liquid poetry. The print? A sophisticated dream. If you've been waiting for *that* fabric to inspire your next power blouse or luxurious lining, this is it. Trust me, you'll feel like a million bucks just touching it.
• •Blog Post Teaser (Working with Velvet): Velvet. Just the word conjures up images of luxury, doesn't it? But let's be real, it can be a bit of a diva in the sewing room. Fear not, fabric friends! I'm spilling all my secrets for taming this gorgeous beast – from cutting to pressing – so your next velvet project is pure joy, not a wrestling match. Grab a coffee, and let's dive in!
• •Instagram Caption (Showcasing a Cotton Lawn): Summer sewing just got an upgrade! ☀️ This feather-light cotton lawn from Liberty of London is everything you want for a breezy dress or chic top. The colours are so vibrant, and the feel is exquisitely soft. What would YOU make with this beauty? Let me know below! #GorgeousFabrics #LibertyLawn #SewingInspiration #FabricLove
• •About Us Snippet (for social media): Hi, I'm Ann, founder of Gorgeous Fabrics! For me, fabric isn't just material; it's the start of a story, a spark of creativity. I handpick every textile, searching for quality, beauty, and that little something special. My goal? To bring you fabrics that make your sewing heart sing. ❤️
• •Promotional Email Subject Line (for a curated collection): Ann's Picks: Designer Deadstocks You Won't Find Anywhere Else ✨