Brand Tone

Personal, Passionate, and Inspirational

Brand Values

• •Uniqueness and Curation
• •Sustainability
• •Authenticity and Passion
• •The Joy of Discovery
• •Beauty in Imperfection

Best Practices

• •Always Use "Pearl" Language: Consistently refer to products as "parels" (pearls), "schatten" (treasures), and "vondsten" (finds). This reinforces the core brand concept that these are valuable, curated items, not just used goods.
• •Tell the Story: Never just post a picture of a product. Tell a short story about it. Where did you find it? What makes it special? What kind of home do you envision it in? This narrative adds value and emotional connection.
• •Maintain a Personal Voice: Write as "I," not "we." Keep the tone conversational and friendly, as if you're talking directly to a friend. Ask questions to encourage engagement and build community.
• •Weave in the "Why": Subtly remind your audience of the brand's values. Mention sustainability, the uniqueness of one-of-a-kind items, and the joy of giving an object a new life. This reinforces the mission behind the business.
• •Focus on Feeling and Inspiration: Instead of just listing features (e.g., "brown wooden table, 120cm"), describe the feeling it evokes ("Imagine cozy family dinners around this warm, sturdy table..."). Sell the lifestyle and the atmosphere the item will create.

Social Perception

The public and customer perception of Kringloopparels is overwhelmingly positive. The brand is viewed as: A Trusted Curator, A Source of Inspiration, A Community Hub.

Copy Examples

• •Headline: The Perfect Pearl of Light. Body: I literally gasped when I found this one. This beautiful ceramic lamp from the 70s has so much character. Imagine it casting a warm, gentle glow on your favorite reading nook. A unique find that’s ready to start its new story with you. DM to claim this treasure!
• •Headline: Perfectly Imperfect, Together. Body: Who says everything has to match? This charming set of four dining chairs was brought together to create a unique and eclectic look. Each one has its own history, but they look even better as a team. Perfect for long dinners and making new memories. Sustainable style at its best.
• •Headline: The Hunt for Hidden Treasures. Body: Come with me on a thrifting adventure! The thrill of not knowing what you'll find is what makes it all so magical. Today, I was searching for unique brass details and I found some true gems. Which one is your favorite? Let me know in the comments!
• •Headline: Choose a Home with History. Body: Every time you choose a vintage item, you’re doing more than just decorating your home. You’re choosing sustainability, rejecting throwaway culture, and giving a beautiful object a second life. It’s a small choice that makes a big impact. Thank you for being part of this journey.
• •Headline: Your Next Favorite Thing is Waiting. Body: The latest collection of hand-picked pearls is now live on the website! From statement furniture to those small, special details that make a house a home. All sourced with love and an eye for timeless design. Find your new treasure before it’s gone! Link in bio.