Brand Tone

Warm, passionate, and aspirational; an inviting, knowledgeable, friendly, and approachable expert.

Brand Values

• •Sustainability
• •Storytelling
• •Curation and Quality
• •Accessibility and Affordability

Best Practices

• •Lead with the Story: Always frame the product around its history, transformation, or the lifestyle it inspires. Use phrases like "Imagine..." or "This piece remembers..." to spark the customer's imagination.
• •Use Warm and Evocative Language: Employ descriptive and sensory words that reflect the texture, feel, and soul of the items. Words like "thrill," "charm," "magic," and "soul" align perfectly with the established brand voice.
• •Emphasize the "Why": Continuously reinforce the core values. Connect the beauty of the products back to sustainability, quality craftsmanship, and the fight against "fast furniture." This builds a mission that customers can connect with on a deeper level.
• •Maintain a Personal & Passionate Tone: Write as if you are speaking directly to a friend who shares your love for beautiful things. The founder's personal story is a powerful asset; channel that passion and expertise into all communications.
• •Highlight the Curation: Use the word "curated" or "hand-selected" to reinforce the idea that the collection is not random but a thoughtful selection of high-quality, stylish items, justifying their value beyond just being "second-hand."

Social Perception

A trusted source for unique and sustainable finds; a specialized, passion-driven business led by a credible founder, offering stylish pieces with character and a story.

Copy Examples

• •Meet the 'Sunday' armchair. We found this 1960s gem and knew it had stories to tell. After carefully restoring the solid teak frame and adding new cushions in this beautiful textured weave, it's ready for its next chapter of morning coffees and good books. It’s more than a chair; it’s a piece of history, ready to make new memories in your home. #SlowHomeMovement #VintageFurniture #MantelAndMuse
• •The Parker Sideboard, c. 1970s. A true icon of Australian design, this piece was brought back to life in our workshop. Every line, every grain of wood speaks to a time of thoughtful craftsmanship. Imagine it as the soul of your living room, holding your favourite records and treasures. Sustainable, stylish, and utterly unique.
• •Subject: They're here! Our latest collection of stories. Intro: This week, we've brought together a truly special collection of pre-loved pieces. From a sun-faded painting that feels like a memory to a set of Danish chairs that have hosted decades of conversations, each item is waiting for a new home. Come find the piece that speaks to you.
• •We started Mantel and Muse with a simple idea: that homes should be filled with things that have soul. We stand against the world of fast furniture, choosing instead to find and restore beautiful pieces with a past. It’s a 'slow home' approach—thoughtfully curating a space that is sustainable, beautiful, and uniquely yours.
• •Tired of furniture that doesn't last? Choose a piece with a past and a future. At Mantel and Muse, we curate and restore timeless vintage furniture that’s as kind to the planet as it is to your eyes. Make a statement against fast furniture. Shop our collection. #SustainableLiving #VintageHome #CircularEconomy