Brand Tone

sophisticated, passionate, knowledgeable, and approachable

Brand Values

• •Curated Quality & Craftsmanship: A commitment to sourcing and offering the best and most worthwhile antique investments, focusing on pieces with "good bones and perfect patina."
• •Timelessness & Enduring Style ("Evergreen"): Valuing antiques for their lasting appeal and ability to transcend trends.
• •The Story & History of Objects: Appreciation for the unique history, patina, and "soul" that each antique piece carries.
• •Modern Integration: Believing in the seamless blending of antiques into contemporary design aesthetics ("making antiques modern").
• •Passion & Sharing Knowledge: A genuine love for antiques and a desire to educate and foster a community around them.
• •Client-Focused Experience: Providing an unparalleled shopping experience and helping clients build their collections.

Best Practices

• •Embrace "Evergreen Elegance": Always highlight the timeless quality and enduring style of the antiques. Use sophisticated but not overly academic language. Focus on words like "timeless," "curated," "heritage," "patina," and "craftsmanship."
• •Tell the Story, Share the Soul: Go beyond describing the physical attributes. Hint at the history, the journey of the piece, and its unique "character" or "soul." This makes the antiques relatable and desirable.
• •Educate with Passion, Not Pretense: Share knowledge about periods, styles, and the art of incorporating antiques into modern settings in an enthusiastic and accessible way. Avoid jargon where possible, or explain it simply. The goal is to empower and inspire, not intimidate.
• •Bridge the Past with the Present: Consistently reinforce the "Modern Antiquarian" ethos by showing how antique pieces can enhance contemporary lifestyles and interiors. Use phrases like "making antiques modern" or "classic meets contemporary."
• •Be Visually Consistent with Your Voice: Ensure the tone of the copy complements the high-quality, aesthetically pleasing visuals used on the website and social media. The language should evoke the same sense of beauty and curation as the images.

Social Perception

Modern Antiquarian is perceived as a reputable and expert source for high-quality European and garden antiques. Founder Margaret Schwartz is seen as a knowledgeable figure in the antiques world. Customers and followers seem to appreciate the aesthetic curated by the brand, the beauty of the items showcased, and the blend of traditional antiques with a modern sensibility. They are seen as a go-to for those looking for unique, character-filled pieces, particularly Swedish and garden antiques. The brand is also perceived as being active in the design community, participating in shows and hosting events. There's an aspirational yet increasingly accessible quality, especially through their social media, which invites a broader audience to appreciate antiques.

Copy Examples

• •Instagram Post (Image: A beautifully patinated Gustavian commode): Elegance that whispers tales of centuries past. This Gustavian commode isn't just furniture; it's a piece of history, ready to bring its timeless character and soulful patina to your modern narrative. Discover the art of evergreen style. #ModernAntiquarian #GustavianStyle #AntiqueFurniture #TimelessDesign #PatinaPerfect
• •Website Blog Snippet (Introducing new garden antiques): Transform your outdoor space into a story-filled sanctuary. Our latest collection of European garden antiques has arrived, each piece weathered by time and imbued with a charm that only true history can provide. Let us help you cultivate a garden that’s as unique as you are, blending the old with the new in perfect harmony. #GardenAntiques #EuropeanFinds #OutdoorElegance #ModernGoesClassic
• •TikTok Video Script (Showcasing a unique decorative object): (Upbeat, engaging music) Obsessed is an understatement! ✨ Look at the incredible detail on this [Object Name]! We believe every antique has a soul and a story to tell. Imagine the conversations this piece has witnessed! Ready to make antiques modern in your home? 😉 #AntiqueFinds #UniqueDecor #VintageVibes #ModernAntiquarian #HomeStory
• •Facebook Ad (Promoting "The Business of Antiques" course): Passion for antiques? Turn it into your profession. Join Margaret Schwartz for 'The Business of Antiques' and learn how to source, style, and sell timeless treasures. We’re here to share our knowledge and help you cultivate your eye for the exceptional. Your journey into the world of antiques starts here. #AntiquesBusiness #LearnFromThePros #AntiqueEducation #ModernAntiquarian
• •Email Newsletter Headline (Announcing a new container arrival): Just Uncrated: A Fresh Collection of European Treasures, Ready to Inspire Your Home! ✨ Be the first to explore our hand-selected antiques, each with a story to tell and the power to transform your space. #NewArrivals #EuropeanAntiques #CuratedCollection #ModernAntiquarian