Brand Tone

sincere, passionate, and evocative. Narrative-driven, warm, and personal.

Brand Values

• •Authenticity
• •Craftsmanship
• •Travel & Discovery
• •Natural & Sustainable
• •Curation

Best Practices

• •Lead with the Story: Always start with the human element. Whether it's the artisan, the founding couple's journey, or the cultural origin of the product, storytelling should be at the forefront of all copy.
• •Use Evocative and Sensory Language: Use words that appeal to touch, sight, and emotion. Terms like "hand-hammered," "sun-baked," "vibrant," and "soulful" are more on-brand than simple, descriptive adjectives.
• •Emphasize Authenticity over Perfection: Celebrate the unique imperfections of handmade items. Phrases like "perfectly imperfect," "one-of-a-kind," and "rich with character" reinforce the brand's core values.
• •Maintain a Personal and Passionate Voice: Write as if you are sharing a treasured find with a close friend. Use "we" to refer to the brand, reinforcing the personal touch of the founding couple.
• •Connect Products to a Lifestyle: Frame the products not just as objects, but as key elements in creating a bohemian, well-traveled, and authentic lifestyle. The copy should sell a feeling and an aesthetic, not just a product.

Social Perception

charming and authentic boutique offering unique, high-quality artisanal goods. It is seen as a destination for those seeking a genuine bohemian aesthetic, rather than a fleeting trend. Mentions on social media and its presence on wholesale sites suggest it is a respected and appreciated business within its niche. The physical stores in picturesque southern French towns contribute to a perception of charm and desirability.

Copy Examples

• •More than just a cushion, this is a story woven in thread. Each pattern is a testament to the artisan's touch, a piece of their world brought into your home. Let the vibrant colors and natural texture invite a spirit of adventure and comfort into your favorite space.
• •We believe a home should be a collection of things you love. That's why we travel the globe to find them. This week, we're celebrating the sun-drenched pottery of Tamegroute, handcrafted with a 16th-century technique. Imperfect, unique, and full of soul—just the way we like it. #MamieBoheme #ArtisanalHome #HandmadeWithLove
• •Your home is a journey. Discover objects that tell a story. The Mamie Bohème collection is curated for the modern nomad with a vintage soul.
• •Mamie Bohème was born from a love affair with the world. We are a couple of travelers who seek out the magic of handmade things. Every item in our collection is a memory of a place, a tribute to a craft, and a promise of authenticity.
• •Just Back From Our Travels ✨ New Artisanal Finds Inside...