Brand Tone

Expert, Authoritative, Passionate, Exclusive, Curated, Educational

Brand Values

• •Expertise
• •Quality and Rarity
• •Education
• •Passion
• •Curated Experiences

Best Practices

• •Always frame communications from a place of knowledge. Use phrases like "With our 30 years of experience...", "A tip from our experts...", or "We've selected this plant for its...".
• •Employ words that convey quality and passion, such as "curated," "discerning," "extraordinary," "hand-selected," and "passion." This elevates the brand above mass-market competitors.
• •Consistently highlight what makes the products special—their rarity, unique origin, or special characteristics. This justifies the exclusive "appointment-only" model and premium pricing.
• •Weave educational content into all marketing. A plant description should include care tips. A social media post should share a story or a fact. This reinforces the brand's value as an authority.
• •Ensure all copy is well-written, free of errors, and maintains a respectful, authoritative, yet approachable tone. The voice should mirror that of a trusted expert or a passionate mentor in the gardening community.

Social Perception

Respected Authority, High-End Niche Provider, Trustworthy

Copy Examples

• •A true gem for the discerning collector. The Calceolaria 'John Innes' is a hardy rock garden plant that forms a compact mat, rewarding patient gardeners with these brilliant yellow pouch-like flowers. Sourced for its unique beauty and resilience, it’s the kind of plant that tells a story. Discover more unique specimens during our next open sale days. Link in bio for dates.
• •Your garden is a reflection of your passion. Don't settle for the ordinary. At Mason House Gardens, we've spent 30 years sourcing the unique and hard-to-find plants that transform a garden into a masterpiece. Visit our Uxbridge nursery by appointment for a personalized experience. Book your visit and explore our collections.
• •Walk through history with the experts. Join Marjorie and Jeff Mason on a curated tour of the Great Gardens of the UK. While our 2025 Cornwall tour is sold out, new destinations are on the horizon. Experience world-famous gardens as you never could alone. Inquire about upcoming tours.
• •Beyond the Bloom: The Stories Behind Our Newest Tropicals. This week, Jeff shares his passion for sourcing unique tropical plants. We're not just selling plants; we're sharing decades of horticultural adventure. Read on to learn the origins of our latest arrivals and get expert tips for helping them thrive...
• •A cornerstone of the vibrant perennial garden, the 'May Night' Sage offers stunning, deep-blue spikes that attract a host of pollinators. A favourite in our own gardens for its resilience and long-lasting colour, this Salvia is a testament to the beauty of durable, long-lived plants. With over 30 years of experience, we select perennials that provide a lasting return of beauty year after year.