Brand Tone

Inspiring, Knowledgeable, Supportive, Modern, Approachable

Brand Values

• •Quality: "It's about quality above all else. We want to bring you only the best." This extends to heirloom quality pieces.
• •Creativity for Everyone: "La Mercerie is about celebrating creativity for everyone." They aim to make crafting accessible.
• •Empowerment & Support: "We are proud to work primarily with women-owned businesses to lift one another up."
• •Craftsmanship & The Joy of Making: Celebrating the process and the satisfaction of creating something handmade that lasts.
• •Thoughtful Curation: Offering a carefully selected range of supplies.
• •Inclusivity: "Discrimination in any form will not be tolerated."
• •Mindful Consumption: Implied through discussions on slow fashion and creating lasting pieces.

Best Practices

• •Emphasize "You" and the Maker's Journey: Focus on the customer's creativity, experience, and the joy they'll get from the products/projects. Use encouraging and empowering language.
• •Highlight Quality and Curation: Subtly remind customers of the care taken in selecting products and the quality they can expect. Words like "hand-selected," "heirloom-quality," "premium," and "thoughtfully chosen" work well.
• •Share Knowledge Generously: Offer genuine tips, tutorials, and insights into the craft. This builds trust and positions the brand as a knowledgeable resource, not just a retailer.
• •Foster a Sense of Community: Use inclusive language ("we," "us makers"). Reference shared experiences in crafting. Encourage sharing and interaction. When relevant, highlight support for other businesses or makers.
• •Maintain a Consistent Aesthetic in Visuals and Text: Ensure the language used in copy aligns with the clean, modern, inspiring, and slightly warm visual identity seen on the website and Instagram. Avoid overly casual slang or overly formal, impersonal language. Keep it approachable yet refined.

Social Perception

La Mercerie (shoplamercerie.com) is perceived as a high-quality, modern haberdashery that caters to discerning crafters. It's seen as a supportive member of the crafting community, particularly within knitting and sewing circles online. Customers and followers likely appreciate the curated nature of the products, the aesthetic of the brand, and its values, such as supporting women-owned businesses and promoting creativity. The owner, Jess Povenmire, is seen as a knowledgeable and engaged business owner. The brand is associated with inspiration, quality materials, and the joy of making.

Copy Examples

• •Instagram Post (New Yarn Arrival): Unleash your creativity with our newest arrival! ✨ This ethically sourced merino wool, from a woman-led farm, is waiting to become your next heirloom project. Soft, vibrant, and a dream to work with – what will you create? #LaMercerie #KnitSomethingBeautiful #SupportWomenOwned
• •Website Homepage Banner: La Mercerie: Your curated haven for quality yarns, inspiring patterns, and the joy of making. Let's create something that lasts a lifetime. [Shop Our Collections]
• •Email Newsletter Subject: Spark Your Next Creation + Tips for Perfect Tension! (Body Snippet): Hello Maker! At La Mercerie, we believe everyone has a creative spark. This week, we're featuring [Pattern Name], perfect for that cozy [Yarn Name] you've been eyeing. Plus, discover our founder Jess's top 3 tips for achieving beautifully even stitches. Happy Making! [Link to Blog/Product]
• •Product Description (Knitting Kit): Everything you need to craft your own [Product Name]! This kit includes our hand-selected [Yarn Type] known for its luxurious feel and durability, easy-to-follow instructions, and all the notions to bring your vision to life. Perfect for adventurous beginners or seasoned knitters looking for a delightful project. Give the gift of handmade or treat yourself to the satisfaction of saying, 'I made this!'
• •Blog Post Intro: The air is getting crisper, and our needles are clicking! There's something truly magical about creating warmth with your own two hands. This month, we're exploring the beauty of [Technique/Fiber Type] and sharing how you can incorporate this timeless craft into your modern handmade wardrobe. Let's dive in!