Brand Tone

Aspirational & Curated, Minimalist & Sophisticated, Intentional & Calm, Expert & Authoritative

Brand Values

• •Curation & Quality
• •Timelessness
• •Intentional Consumption
• •Aesthetic Integrity
• •Expert Service

Best Practices

• •Lead with a "Less, but Better" Mentality: Keep copy concise and impactful. Focus on the essential qualities of a product—its origin, designer, material, and the feeling it evokes. Avoid filler words and marketing clichés.
• •Use an Authoritative and Educated Vocabulary: Employ design-specific terms (e.g., "cantilever," "patina," "travertine," "provenance") correctly and naturally. This builds trust with a knowledgeable audience and educates an aspirational one.
• •Tell the Story of the Object: Don't just sell a chair, sell the history behind it. Mention the designer, the era it represents, or the unique character of a vintage piece. This aligns with the value of "intentional consumption."
• •Maintain a Calm and Sophisticated Tone: The language should always feel serene and confident, never rushed or desperate. Use words like "discover," "explore," "curate," and "consider" to guide the customer, rather than "buy now" or "don't miss out."
• •Ensure Visual and Textual Harmony: Every piece of copy should directly complement the visual it accompanies. If the image is minimalist and clean, the text must be as well. This creates a powerful, cohesive brand experience across all platforms.

Social Perception

Within the online interior design and mid-century modern enthusiast communities, the brand is recognized as a legitimate and high-quality source. Its Instagram is used as a reference for iconic product photography, which confers a degree of "insider" credibility. To the general public, the brand has a very low profile. The lack of mainstream press, customer reviews, and a broader social media footprint suggests it is either a new or intentionally quiet player, catering to a specific clientele rather than a mass audience. This exclusivity, whether intentional or not, is a defining characteristic of its current perception.

Copy Examples

• •The Art of Patina. This is not just a sofa. It's a landscape of stories told in worn leather and timeless lines. Designed to anchor your space and evolve with you for decades to come. Discover the collection—link in bio.
• •The Piece You Can't Find. We Can. Your vision is specific. Our search is relentless. From iconic mid-century classics to rare objets d'art, our sourcing service connects you with the pieces that complete your space. Let's begin the search.
• •Beyond the Catalog: New Arrivals & The Stories They Hold. This week, we welcome a selection of objects not just for their form, but for their history. A 1970s Italian floor lamp that casts the perfect glow, a set of hand-thrown ceramic vases... These are items for a considered home. For those who believe in living slowly, beautifully. Explore the latest edit.
• •Stop Decorating. Start Collecting. Trends fade. Iconic design endure. At in the corner shop, we curate furniture and objects for the intentional home. Each piece is chosen for its quality, history, and quiet beauty. Build a space that lasts. Shop our curated edit.
• •The Most Important Corner is Yours. 'in the corner shop' was born from a belief that the objects we live with should be as thoughtful and well-crafted as the lives we aspire to lead. Inspired by a background in cinematic storytelling, founder Taysha McFarland curates pieces that do more than fill a room—they give it a soul. We are for the collectors, the tastemakers, and all who seek the beautiful and the enduring.