Brand Tone

Enthusiastic & Passionate, Friendly & Approachable, Helpful & Informative, Community-Focused, Modern & Vibrant

Brand Values

• •Quality
• •Affordability
• •Customer Focus & Service
• •Passion for Sewing
• •Transparency
• •Community Building

Best Practices

• •Embrace Enthusiasm: Use positive and passionate language. Words like "gorgeous," "beautiful," "stunning," "dreamy," "love," and exclamation points (used appropriately) convey excitement.
• •Be a Helpful Friend: Write as if you're talking to a fellow sewing enthusiast. Offer tips, explain fabric properties clearly, and anticipate their questions. Avoid overly technical jargon unless explained.
• •Foster Community: Actively invite interaction. Ask questions, encourage sharing of makes (#LushMakes), and respond to comments in a friendly manner.
• •Show, Don't Just Tell: Supplement descriptions with visuals (photos of fabric, finished garments) and videos showcasing the fabric's movement, drape, and qualities.
• •Maintain Authenticity: Let the genuine passion for fabrics and sewing shine through. Written copy should reflect this same genuine voice.

Social Perception

Positive, Trusted Source for Knits, Engaged Community, Reliable, Innovative (in curation)

Copy Examples

• •New Arrival Post (Instagram/Facebook): "Hello, gorgeous new arrivals! ✨ Get ready to swoon over our latest collection of [Fabric Type, e.g., buttery-soft double brushed poly] in the most stunning [Describe print/colors, e.g., vibrant spring florals and essential solids]. Perfect for that [Garment idea, e.g., dreamy maxi dress or comfy lounge set] you've been planning! Tracey's already got her scissors out – watch our latest video to see them in action! 😉 Shop via the link in bio. What will you make? #LushFabrics #NewArrivals #SewingInspiration #FabricLove #AustralianSewingCommunity"
• •Fabric Focus Blog Snippet/Email: "Ever wondered what makes Modal so dreamy to wear? ☁️ This beautiful fabric isn't just incredibly soft; it drapes like a dream and is a joy to sew! Our latest [Color/Print] Modal is perfect for breathable summer tops, flowy dresses, and comfy pyjamas. We break down everything you need to know about sewing with Modal (plus a few project ideas!) on the blog this week. Get ready to fall in love! [Link to blog post]"
• •Community Highlight (Social Media): "Look at this incredible [Garment, e.g., jumpsuit] made by the talented @[CustomerHandle] using our [Fabric Name]! 😍 We are absolutely blown away by your creativity! Thanks for sharing your #LushMakes with us – you inspire us all! Keep tagging us for a chance to be featured. Happy sewing, everyone! ❤️"
• •Sale Promotion: "Treat your stash! 🎉 Our [Sale Name, e.g., Knitwit Weekend] is ON NOW! Score [Discount, e.g., 20% off] all your favourite knit fabrics – from cozy French Terry to slinky ITY. It's the perfect excuse to stock up for all those wonderful projects on your to-do list. Don't miss out, sale ends Sunday! Shop now: [Link] #LushFabricsSale #FabricSale #SewingDeals #KnitFabrics"
• •YouTube Video Intro (Spoken by Tracey): "Hi everyone, and welcome back to Lush Fabrics! This week, I am SO excited to show you some absolutely beautiful new [Fabric type, e.g., custom print cotton lycras] that have just landed. The colours are just divine, and the quality is fantastic. I can already picture these made up into [Garment ideas, e.g., gorgeous kids' leggings and comfy tees for us adults!]. Let's take a closer look at the drape and stretch, and I'll give you some ideas on what you can create..."