Brand Tone

friendly, approachable, personal, inspiring, and community-oriented. It's also passionate about quilting and encouraging to quilters of all levels. There's an element of fun and lightheartedness, often brought in by Buster the dog and Justin's direct, authentic communication style. The tone also carries an undercurrent of resilience and authenticity, given the sharing of Justin's personal background.

Brand Values

• •Creativity & Inspiration: Fostering creativity in others is a core mission. They aim to provide materials and an environment that sparks new ideas.
• •Community: Building a supportive and engaged community of quilters is paramount. This is evident through classes, social sewing events, and their interactive online presence.
• •Quality: Dedication to providing high-quality fabrics and services is explicitly mentioned.
• •Inclusivity & Authenticity: Openly identifying as an LGBTQ+ owned business and sharing Justin's story as a former foster kid who found purpose through art. This fosters a sense of welcome and relatability.
• •Passion: A deep love for quilting shines through in their story, offerings, and communication.
• •Encouragement & Skill Development: Supporting quilters of all skill levels, from beginners (with kits like "Tiny World: Quilting") to more advanced practitioners.
• •Joy & Fun: The presence of Buster, the engaging social media, and the general atmosphere suggest that quilting is to be enjoyed.

Best Practices

• •Embrace the Personal: Continue to share Justin's voice and Buster's "CEO" persona. Authentic, personal stories and updates resonate deeply with the current audience and reinforce the brand's approachability.
• •Highlight Community: Regularly feature customer projects (with permission), spotlight class experiences, and use language that invites interaction and belonging. Phrases like "join our community," "we're in this together," or "share your makes" will reinforce this core value.
• •Stay Encouraging and Inclusive: Ensure copy is welcoming to all skill levels, from absolute beginners to seasoned quilters. Avoid jargon where possible or explain it kindly. Continuously reiterate that quilting is for everyone.
• •Inject Fun and Passion: Don't be afraid to let enthusiasm for quilting shine through. Use vibrant language, express excitement about new products or projects, and maintain the lighthearted elements that make the brand unique (like Buster's input).
• •Be Visually Consistent with Your Words: Ensure the imagery and videos used alongside the copy reflect the same friendly, colorful, high-quality, and community-focused vibe. The words and visuals should work together to tell the Keaton Quilts story.

Social Perception

Keaton Quilts is generally perceived as a welcoming, high-quality, and inspiring quilt shop with a strong sense of community. Customers and the broader quilting community seem to appreciate Justin's personal involvement, his passion, and the friendly atmosphere he cultivates, both online and in the physical store. The shop is seen as a valuable addition to the NYC quilting scene, filling a void. The brand's story, including Justin's background and the role of his dogs, resonates with people and adds a unique, endearing quality. The emphasis on quality materials and a wide range of services (classes, longarm quilting) further enhances its positive reputation. They are viewed as supportive and knowledgeable.

Copy Examples

• •Headline: Unleash Your Inner Artist: Find Your Next Quilting Adventure at Keaton Quilts! Body: From vibrant fabrics that sing to patterns that spark joy, Keaton Quilts is your NYC haven for all things quilting. Join our friendly community, learn a new skill in our welcoming classes, or simply get lost in the colors. Buster & Justin can't wait to see what you'll create! #KeatonQuilts #NYCSews #QuiltLove #CommunityCrafted
• •Headline: More Than Just Fabric: It's a Feeling. Body: At Keaton Quilts, every thread tells a story. We believe in the power of quilting to connect, inspire, and bring comfort. That's why we pour our hearts into sourcing beautiful, quality materials and fostering a space where everyone feels welcome. Come share your passion with us. Visit us in Chelsea or online! #KeatonQuiltsStory #PassionForQuilting #LGBTQOwned #CreativeJourney
• •Headline: Got a UFO (UnFinished Object)? Let's Finish It Together! Body: Don't let that beautiful quilt top languish! Keaton Quilts offers expert longarm quilting services to bring your masterpiece to life. Plus, join our Social Sewing sessions for a boost of motivation and friendly faces. Your creativity deserves to shine! Learn more on our website. #LongarmQuiltingNYC #FinishYourQuilt #KeatonQuilts #SewingCommunity
• •Headline: From Foster Care to Fabric Store: My Journey to Keaton Quilts. Body: Quilting gave me a voice and a purpose. Now, I want Keaton Quilts to be that inspiring space for you. We're more than a shop; we're a community built on passion, resilience, and the love of creating. Thank you for being part of our story. – Justin (and Buster 🐾). #KeatonQuilts #FormerFosterKidOwned #DreamsComeTrue #NYCQuiltShop
• •Headline: New Arrivals Alert! Liberty of London Prints Just Landed! Body: Fresh, fabulous, and full of inspiration! Our latest collection of Liberty of London fabrics is here and ready to become your next favorite quilt. Pop by our NYC shop or browse online at KeatonQuilts.com. These beauties won't last long! #LibertyFabric #KeatonQuilts #FabricLove #QuiltingSupplies #NYCSmallBusiness