Brand Tone

Sophisticated, Authentic, Ethical, Warm, Confident

Brand Values

• •Craftsmanship & Heritage
• •Ethical Production & Responsibility
• •Quality & Integrity
• •Original Design & Uniqueness
• •Sustainability
• •Community Support

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of Niki Jones's tone (sophisticated, authentic, ethical, warm, confident) with examples of do's and don'ts. This should be a reference for anyone creating content.
• •Prioritize Storytelling: Consistently weave in the narratives behind the designs, the artisan collaborations, the inspiration, and the ethical choices. This reinforces authenticity and connection.
• •Emphasize Quality and Craftsmanship: Use descriptive language that highlights the tactile nature of the products, the skill involved in their creation, and the quality of the natural materials. Avoid generic or overly promotional language.
• •Be Transparent About Values: Regularly and clearly communicate the brand's commitment to ethical sourcing, sustainability, and artisan support in a genuine, non-performative way.
• •Maintain Visual Consistency: Ensure that the sophisticated and artistic tone is reflected in all visual content (photography, website design, social media graphics) to complement the written copy. The imagery should evoke the same feelings of quality, artistry, and warmth.

Social Perception

High Quality & Luxurious, Ethically Minded, Artistic & Design-Led, Unique & Distinctive, Trusted

Copy Examples

• •Instagram Post (Image: Close-up of hand-embroidered cushion): "Every stitch tells a story. Our Kashmiri artisans pour generations of skill into each [Product Name] cushion, transforming natural linen into a piece of heritage for your home. Discover the art of hand crewel embroidery. #NikiJonesHome #ArtisanMade #EthicalTextiles #HeirloomQuality"
• •Website Product Description (For a new rug): "Introducing the 'Orkney Mist' rug – where the wild beauty of Scottish landscapes meets the ancient art of Nepalese hand-knotting. Crafted from the finest hand-dyed wool, its subtle hues and timeless design bring a quiet sophistication and a story of global collaboration to your sanctuary. Ethically produced under the GoodWeave certification. #NikiJonesRugs #HandKnotted #SustainableLuxury #InteriorInspiration"
• •Email Newsletter Snippet (Announcing a new collection): "Dear [Customer Name], At Niki Jones, we believe your home should be a canvas for stories. Our latest collection, 'Wanderer's Weave,' is inspired by Niki's journeys through bustling spice markets and serene desert landscapes. Each piece is a testament to enduring craftsmanship and the beauty of natural materials, designed in our Glasgow studio and brought to life by our cherished artisan partners. Explore the collection and invite the world in. #NewCollection #GlobalCraft #HandcraftedHomewares"
• •Facebook Post (Highlighting ethical production): "More than just beautiful design. When you choose a Niki Jones rug, you're supporting traditional weaving communities and ensuring ethical practices through our GoodWeave partnership. Each hand-crafted piece not only enriches your home but also helps preserve skills for future generations and provides fair, safe work. That's beauty with integrity. #EthicalHome #GoodWeaveCertified #Craftsmanship #NikiJonesValues"
• •Product Tag/Packaging Copy: "Woven with passion, designed with soul. This Niki Jones piece is a celebration of global artistry and natural materials. Handcrafted by skilled artisans who share our commitment to quality and ethical production. Handle with love, cherish for a lifetime."