Brand Tone

Warm and Personal, Conscious and Educated, Inspirational and Appreciative, Calm and Authentic

Brand Values

• •Ethical Responsibility
• •Quality and Durability
• •Curation and Uniqueness
• •Sustainability
• •Joy and Aesthetics

Best Practices

• •Lead with the 'Why': Always connect the product back to a core value. Don't just sell a shirt; sell a "beautifully made, organic cotton shirt that supports fair labor."
• •Use Storytelling: Share the narrative behind the products and designers. Who made it? Where is it from? What makes it special? This enriches the customer's connection to the item.
• •Maintain a Warm, Personal Tone: Write as if you are speaking to a friend who appreciates the finer things. Use "we" and "you" to create a direct, personal connection. Avoid overly corporate or generic sales language.
• •Emphasize Sensory Details: Use descriptive language that evokes touch and feel. Words like "soft," "cozy," "finest wool," and "silky" are powerful for a brand focused on quality materials.
• •Educate, Don't Just Sell: Use your platform to share knowledge about sustainability, materials, and the importance of conscious consumption. This builds authority and trust, positioning the brand as a leader in its niche.

Social Perception

Niche, High-End Boutique; Trustworthy and Transparent Source; Community-Oriented Local Shop; Aspirational Brand

Copy Examples

• •Feel the weekend in our Esencia knitwear. Each piece is hand-knitted in the finest alpaca wool by women in Bolivia, supporting their independence with every stitch. This isn't just a sweater; it's a story of empowerment and timeless design. Wrap yourself in warmth that feels good, inside and out. #HelmersMagasin #HandpickedWithTheHeart #SustainableFashion
• •Tired of fast fashion? Discover clothes made with intention at Helmers Magasin. We believe in quality that lasts and style that tells a story. From organic basics to unique, handcrafted accessories, find pieces you'll cherish for years. Your conscious wardrobe starts here. Shop our curated collection online.
• •Just Landed: MJÚK Iceland. We are thrilled to be the only destination in the EU for these unique, hand-knitted angora hats. Choose your color, find your perfect pompom, and embrace the art of true craftsmanship. Limited pieces available.
• •Subject: Why 'Handpicked with the Heart'? Here at Helmers Magasin, every item has a journey. Before it reaches our shelves, we get to know the people and the passion behind it. We choose designers who care about their craft and producers who care about their impact. It's our promise to you: to offer a collection that's not only beautiful but also beautifully made. Thank you for being a part of our story.
• •This garment is GOTS certified. That means it's made from at least 70% organic fibers and produced with respect for both people and the planet. Wear it with joy.