Brand Tone

Aspirational, warm, and sophisticated; friendly and approachable, yet elevated, focusing on timeless beauty, exquisite textiles, and functional art; providing accessible luxury for the home.

Brand Values

• •Quality Craftsmanship
• •Artisanal and Global Empowerment
• •Family-Owned
• •Curated Aesthetics
• •Customer-Centric Service

Best Practices

• •Lead with "Why": Always connect the products back to the core values of artisanal craftsmanship, global empowerment, and creating a sacred space at home. The story behind the product is as important as the product itself.
• •Use Elevated and Evocative Language: Employ words like "artisanal," "handcrafted," "exquisite," "curated," and "timeless" to maintain a sophisticated tone. Focus on the feeling and aesthetic the products create—"warmth," "character," "personality."
• •Maintain a Personal, Family-Run Feel: Occasionally sign off social media posts or emails from the founding sisters. Share behind-the-scenes content that reinforces the personal touch and passion behind the brand. This builds a stronger connection with the audience.
• •Emphasize Quality and Detail: In product descriptions, highlight the specific materials used (e.g., "60% Cotton, 40% Jute," "Flaxed Linen Blend"). This reinforces the brand's commitment to high-quality craftsmanship and justifies the premium positioning.
• •Be Consistent Across All Platforms: Ensure that the voice—aspirational yet warm, sophisticated yet approachable—is the same on the website, Instagram, Pinterest, Facebook, and Etsy. While the format may change, the core brand identity should remain unchanged.

Social Perception

Perceived as a reputable and high-quality brand in home decor, a source for unique, well-made, and beautiful pillows. Seen as a trustworthy, family-based company that delivers on its promises of quality, with the ethical component of supporting global artisans adding to a positive perception for conscious consumers.

Copy Examples

• •Introducing The Coastals Collection. Where timeless beauty meets handwoven comfort. Each pillow is a piece of functional art, crafted from exquisite textiles sourced from our global artisan partners. Transform your sacred space. #OneAffirmation #ArtisanalHome #DesignerPillows #CoastalLiving
• •Your home is your sanctuary. At ONE AFFIRMATION, our family-owned business partners with skilled makers around the world to bring you handcrafted designer pillows. Discover unique, vintage-inspired textiles that tell a story. Shop now for 15% off your first order.
• •Curated for Comfort, Crafted with Care. Discover artisan-made pillows and home goods to bring warmth and personality to your space. [Shop The Collection]
• •The perfect finishing touch. Our handcrafted pillows are made from high-quality, globally-sourced textiles to add a layer of sophistication and comfort to any room. Click to explore our collection of designer pillows, curated fabrics, and unique home decor. #HomeDecor #PillowDesign #InteriorInspo #Handmade
• •Hi [Customer Name], At ONE AFFIRMATION, we believe your home should be a collection of things you love. That's why we, sisters Ginny and Shari, travel the globe (virtually and physically!) to source the most exquisite, handcrafted textiles. Each pillow cover is more than just a decor item; it's a piece of art that supports artisan communities worldwide. Explore our new arrivals and find the piece that speaks to you.