Brand Tone

Authentic, Passionate, and Personable

Brand Values

• •Craftsmanship
• •Authenticity
• •Sustainability
• •Uniqueness
• •Passion

Best Practices

• •Maintain the "I" Voice: Always write from the personal perspective of James, the founder. Using "I" and "my" instead of "we" and "our" reinforces the brand's core identity as a personal, artisan-led business.
• •Tell the Story of the Wood: Don't just sell a table; sell the story behind it. Mention the type of wood, where it came from (if known), and what makes its grain or features unique. This adds value and emotional connection.
• •Emphasize the "Handmade" Process: Use descriptive language that highlights the craft. Words like "hand-sanded," "meticulously crafted," "hand-finished," and "bespoke" remind the customer of the skill and effort involved in each piece.
• •Focus on Longevity and Durability: Contrast your products with "fast furniture." Use phrases like "built to last for generations," "a timeless piece," and "investment in your home" to communicate the value of quality craftsmanship over disposable trends.
• •Be Authentic and Passionate: Let the genuine enthusiasm for woodworking shine through. Share the satisfaction of a finished project, the challenges of a complex build, or the simple beauty of a piece of wood. This authenticity is your most powerful marketing tool.

Social Perception

Positive and appreciative. Perceived as a high-quality, trustworthy, and skilled local artisan due to consistent positive engagement on social media and a focus on community reputation.

Copy Examples

• •This is the moment the magic happens. After hours of sanding and shaping this gorgeous piece of English Oak, the final coat of oil reveals the soul of the wood. This table isn't just furniture; it's a story, ready to be the centrepiece of a new home. I built this to host decades of dinners, conversations, and memories. Want to bring a piece of Norfolk's natural beauty into your home? Send me a DM to talk about your own bespoke commission.
• •Tired of mass-produced furniture? At JC Woodshop, I build furniture with character, right here in the heart of Norfolk. From stunning live-edge dining tables to unique coffee tables, every piece is handcrafted by me from sustainably sourced or reclaimed wood. Let's create something that lasts a lifetime. See my work and start your custom project today. #MadeInNorfolk #CustomFurnitureUK
• •Meet your new favourite kitchen companion. This isn't just a chopping board; it’s a durable, beautiful tool designed to last for generations. Crafted from rich, dark walnut in a robust end-grain construction, this board is kind to your knives and built to withstand daily use. Each block of wood is hand-selected and meticulously assembled in my Norfolk workshop. Finished with a food-safe blend of mineral oil and beeswax, it’s ready for your culinary adventures.
• •From forgotten scrap to the star of the show. ✨ #Woodworking #Transformation #ASMR #CustomWoodwork #ReclaimedWood
• •Subject: The Story Behind Our Latest Piece... Snippet: Hi [Customer Name], this week in the workshop, I had the chance to work with a stunning piece of reclaimed sycamore with a story to tell. See how it went from rough lumber to a beautiful, one-of-a-kind coffee table and discover our featured homeware of the month.