Brand Tone

Friendly, Personal, Appreciative, Passionate, and Inspiring.

Brand Values

• •Quality and Affordability
• •Originality and Uniqueness
• •Supporting Independent Makers
• •Community and Connection
• •Authenticity and Passion

Best Practices

• •Always lead with warmth and friendliness: Start and end communications in a way that feels personal and approachable. Use emojis where appropriate to add a touch of personality.
• •Tell the story: Continuously weave the brand's origin story and the stories behind the products into your copy. This reinforces authenticity and creates an emotional connection.
• •Highlight the "why": Don't just sell a product, sell the value behind it. Emphasize that purchases support independent makers and a local Cornish business.
• •Engage with your community: Actively respond to comments and messages on social media with the same friendly and appreciative tone. Make your customers feel seen and valued.
• •Use inclusive and welcoming language: Ensure your copy makes everyone feel welcome, whether they are a local resident or a visitor to Cornwall. Phrases like "We can't wait to see you" or "Come and say hello" are warm and inviting.

Social Perception

Overwhelmingly positive. Customers perceive the brand as a provider of beautiful, high-quality, and fairly priced products, a friendly, welcoming, and customer-centric business offering a personal and enjoyable shopping experience. It's also seen as a local success story, admired for its growth and positive contribution to the Cornish retail scene, fostering trust and appreciation.

Copy Examples

• •Crafted with love by an independent designer, our new silver collection captures the light of the Cornish coast. Find a piece that tells your story. #JustLilyCornwall #HandmadeJewellery
• •Bring the calming scent of a Cornish sea breeze into your home. Our hand-poured candles are the perfect way to unwind after a long day. ✨ #CoastalLiving #JustLilyHome
• •There's a story behind every piece in our shop. Come and say hello in our Porthleven store this weekend and discover your new favourite treasure. We can't wait to see you! 😊 #ShopLocalCornwall #JustLily
• •From a single harbour hut to four bustling shops, our journey has been a dream come true. It's all thanks to your amazing support and our passion for unique, beautiful things. Thank you for being part of our story. ❤️ #JustLilyStory #CornwallBusiness
• •We believe in the magic of small businesses. That's why we're so proud to stock these stunning, handcrafted mugs from a local artist. Your purchase supports two small businesses with one beautiful buy. #SupportSmallUK #MakersGonnaMake