Brand Tone

Inspiring, Creative, and Personable. The brand's language motivates quilters to tackle complex projects and develop their skills, focusing on learning new techniques and creating a "masterpiece." It uses vibrant and descriptive language to highlight the artistry of quilting, with an "eclectic," "scrappy" style. Jen's personal story and the concept of "Amitié" underscore a strong community focus, designed to build supportive connections.

Brand Values

• •Creativity and Self-Expression
• •Quality and Craftsmanship
• •Community and Friendship
• •Education and Sharing Knowledge
• •Modernizing Tradition

Best Practices

• •Lead with Passion, Not Just Products: Always frame your copy around the love for the craft, the creative process, and the joy of making. Jen's personal story is a powerful asset; continue to weave it into the brand narrative.
• •Use Empowering and Encouraging Language: Words like "masterpiece," "unlock," "discover," "your own," and "inspire" empower the customer. Position the brand as a partner in their creative journey, not just a seller of goods.
• •Embrace the "Eclectic" and "Scrappy" Identity: These are your key differentiators. Use descriptive, sensory language to talk about color and texture. Celebrate the beauty in imperfection and the art of mixing and matching.
• •Foster Community in Your Copy: Address your audience directly ("your," "you"). Ask questions to invite engagement. Use phrases like "join us," "together," and "community" to reinforce the brand's value of friendship ("Amitié").
• •Balance Aspiration with Accessibility: While showcasing stunning, complex quilts is aspirational, ensure the copy remains grounded and welcoming. Acknowledge that the projects are a "marathon" but emphasize that the techniques can be learned and that the process is rewarding for quilters of all levels.

Social Perception

The public perceives Jen Kingwell Designs as an aspirational yet accessible leader in the modern quilting niche. Jen Kingwell is viewed as a respected authority and highly talented designer whose work is unique. Her patterns are seen as challenging but worthwhile, resulting in a beautiful "work of art." The brand is considered inspirational and genuine, with Jen's personal involvement creating an authentic connection with her audience, and her store described as a welcoming, energizing space.

Copy Examples

• •Meet 'Starlight Serenade'. ✨ This quilt was born from a basket of forgotten scraps and the simple joy of watching colours play together. It’s a reminder that even the smallest pieces can create something magical. This pattern is for those who love the journey—the slow, mindful process of hand-stitching a new story, one block at a time. Are you ready to sew your own stars? Pattern and template kits are now live on the site!
• •Unlock your inner artist! Feeling stuck in a creative rut? Join Jen for her 'Orphan Blocks' virtual workshop and transform those unfinished projects into a stunning, eclectic masterpiece. Learn Jen’s secrets to fabric selection, layout design, and creating a quilt with a modern twist. This isn't just about finishing a project; it's about rediscovering the joy in your craft. Limited spots available. Sign up today and let’s make something beautiful together!
• •Our 'Mixed Bag of Lollies' bundle is your personal candy store for quilting! We’ve hand-selected a wild, wonderful, and perfectly eclectic mix of prints designed to sing together in your next scrappy project. Forget the rules of matching—this collection is all about joyful chaos and limitless creativity. Let these vibrant fabrics inspire your next work of art. Because when you use over 100 fabrics, they all go together!
• •Inside: A New Pattern, Jen's Top 3 Hand-Stitching Tips & A Little Surprise...
• •Jen Kingwell Designs: Traditional Quilting with a Modern Twist. Find Your Inspiration.