Brand Tone

Whimsical & Artistic, Personal & Welcoming, Joyful & Colorful, Connected to Nature & Waterside Living, Slightly Preppy & "Shanty Chic", Storytelling-focused

Brand Values

• •Authenticity & Originality
• •Connection
• •Joy & Ease of Life
• •Creativity & Artistic Expression
• •Quality & Craftsmanship
• •Personal Touch & Passion

Best Practices

• •Embrace Storytelling: Always weave in the inspiration behind the designs – the connection to Leelanau County, waterside living, nature, family, and Maggie's artistic process. This makes the products more than just items; they become carriers of a story and emotion.
• •Use Vibrant, Evocative Language: Incorporate words that reflect the colorful, joyful, and natural aesthetic. Think: vibrant, sun-kissed, breezy, whimsical, hand-painted, artful, lakeside, shoreline, bloom.
• •Maintain a Personal and Welcoming Voice: Write as if you're speaking to a friend. Use a warm, approachable tone. Referencing Maggie or the Leland gal family can enhance this.
• •Highlight Uniqueness and Artistry: Consistently remind customers that these are not mass-produced items but stem from original, hand-painted textiles and a genuine artistic vision.
• •Connect to Emotion and Lifestyle: Focus on how the products make the customer feel – joyful, relaxed, connected to beautiful memories or aspirations of waterside living. Sell the feeling and the lifestyle, not just the product.

Social Perception

Highly Positive, Seen as a Destination, Founder-Driven, Associated with a Desirable Lifestyle, Artistic & Unique

Copy Examples

• •Dive into delight! 🌊 Our new [Dress Name] dress, swirled with hand-painted waves and sunny hues, is here to bring that lakeside bliss right to your wardrobe. Inspired by golden hour on the shores of Leelanau, it’s more than a dress – it’s a feeling. Tap to shop and let every day feel like a beautiful waterside escape. #Lelandgal #WatersideLiving #HandpaintedTextiles #NewCollection #SummerStyle
• •Subject: Bring the Brightness Home with Leland gal ☀️ Hello [Customer Name], Tired of the same old view? Let's invite a little more laughter and light into your space! Our latest collection of hand-painted throw pillows and tea towels is bursting with the colors of a Michigan sunrise and the playful patterns of nature. Each piece starts as a painting in Maggie's studio, infused with the joy of waterside living. Ready to rethink a room? Explore the new arrivals and find a piece that tells your story. [Link to Home Decor] #LelandgalHome #ArtfulLiving #ColorYourWorld
• •Wrap yourself in a Leland gal story. This [Scarf Name] scarf features our signature [Pattern Name] print, a whimsical dance of [describe elements, e.g., 'birch leaves and summer blooms'] hand-painted with love. Crafted from soft, flowing [Fabric Type], it’s the perfect touch of artistic flair for any outfit. Let it be a reminder of sunny days, gentle breezes, and the simple joy of being by the water. Dimensions: [XxY]. Material: [Fabric Type].
• •Escape to a world of color and joy with Leland gal! 🌸 Founded by artist Maggie Mielczarek, we transform hand-painted visions of waterside Michigan into vibrant apparel, accessories, and home decor. Each piece is a little piece of art, designed to bring the ease and beauty of lakeside living to your everyday. Discover our story and unique collections at lelandgal.com. #Lelandgal #MichiganMade #ArtisanFashion #UniquePatterns #Fishtown
• •At Leland gal, we believe life’s too short for dull. We’re about capturing the vibrant splash of a paddle in the lake, the kaleidoscope of a wildflower field, and the easy laughter shared with loved ones by the shore. Founder Maggie translates these moments into joyful, hand-painted textiles that become your favorite dress, coziest pillow, or the perfect, artful gift. It’s more than just design; it’s a colorful attitude, a connection to nature, and a celebration of the good life, right where you are.