Brand Tone

Friendly and Welcoming, Community-Focused, Traditional and Trustworthy, Inspiring and Encouraging, Helpful and Knowledgeable.

Brand Values

• •Family and Heritage: Repeatedly mentioned as a family-owned and operated business with four generations involved. This instills a sense of tradition and personal commitment.
• •Customer Dedication: Committed to providing customers with the best products and service possible, ensuring a "great order experience."
• •Quality and Affordability: A long-standing commitment to providing "high-quality affordable yarns, beautifully designed patterns, and a variety of creative crafts."
• •Creativity and Legacy: Passionate about helping customers express their creativity and create handmade items that can become cherished family pieces. They speak of "carrying on the legacy and love of being able to help our customers bring their creative visions to life."
• •Community: They see crafting as "more than a hobby, it is a way of life" and are proud to be part of the crafting community.

Best Practices

• •Embrace Warmth and Friendliness: Use inviting and approachable language. Address the customer directly and make them feel like part of a supportive community. (e.g., "We're excited to see what you create!" instead of "Submit projects.")
• •Highlight Heritage and Trust: Subtly weave in the brand's long history and family-owned nature to build trust and emphasize experience. (e.g., "A tradition of quality for over 65 years.")
• •Focus on Inspiration and Enablement: Frame product descriptions and calls to action around empowering customers to be creative and achieve their crafting goals. (e.g., "Everything you need to bring your vision to life.")
• •Maintain a Helpful and Supportive Voice: Offer tips, advice, and be responsive to customer queries. Ensure help is easily accessible, reflecting the in-store expert advice online. (e.g., "Need help choosing the right yarn? Our experts are here for you.")
• •Celebrate the Crafting Journey: Share customer creations (with permission), talk about the joy of making, and foster a sense of shared passion for crafting. Emphasize the value of handmade items and the stories they tell. (e.g., "Creating heirlooms, one stitch at a time.")

Social Perception

Loyal Customer Base, Positive Customer Reviews, Nostalgia and Iconic Status, Trusted Source for Craft Supplies, Evolving with the Times, Valued for Variety and Exclusivity

Copy Examples

• •Headline: Spark Your Next Creation with Mary Maxim! Body: For over 65 years, our family has been dedicated to bringing you the finest yarns, exclusive patterns, and all the crafting supplies you need. Let's make something beautiful together. #MaryMaxim #CraftYourStory
• •Headline: Cozy Up with Tradition. Body: From our iconic sweater patterns to the latest yarn collections, Mary Maxim is here to help you weave warmth and memories into every stitch. Explore our heritage of quality and creativity. #KnitAndCrochet #CraftCommunity
• •Headline: Your Vision, Our Passion. Body: At Mary Maxim, we believe crafting is a way of life. Find everything you need to bring your unique ideas to life, backed by generations of expertise and a love for all things handmade. #CreativeCrafting #MaryMaximMakes
• •Headline: More Than Just Yarn: It's a Family Legacy. Body: Join the Mary Maxim family of crafters! We're proud to offer high-quality, affordable supplies and the friendly support you need for any project, big or small. What will you create today? #FamilyTradition #YarnLove
• •Headline: Unwrap Creativity with Our Exclusive Kits! Body: Looking for your next project? Discover Mary Maxim's unique kits for knitting, crochet, needlework, and more! Easy-to-follow patterns and quality materials, delivered to your door. #CraftKits #HandmadeHome