Brand Tone

Personal, authentic, appreciative, relatable, grounded, and driven by genuine passion.

Brand Values

• •Authenticity
• •Personal Passion
• •Fair Trade
• •Cultural Appreciation
• •Quality

Best Practices

• •Lead with the Founder's Story: Always connect the products back to the personal narrative. The "why" behind the brand is its strongest asset and key differentiator. Use phrases like "On my last trip, I found..." or "This is what inspired me to start..."
• •Emphasize Authenticity and Origin: Consistently mention "Otavalo, Ecuador," "fair trade," and "handmade." This reinforces the brand's core values and builds trust. Use visuals that show the products in a way that feels genuine and connected to their cultural roots.
• •Use a Personal and Relatable Voice: Write copy as if the founder is speaking directly to the customer. Use "I" and "my" to maintain the personal tone. Keep the language simple, heartfelt, and honest.
• •Highlight the "Human" Element: Talk about the artisans when possible. While the current site doesn't feature them, future content could focus on the "makers" to deepen the connection to fair trade and cultural appreciation.
• •Be Consistent Across All (Future) Channels: As the brand expands its online presence to platforms like Instagram or a more active Facebook page, ensure this established tone personal, authentic, and story-driven is maintained in every post, reply, and description.

Social Perception

Currently neutral and largely non-existent due to limited online footprint; brand's perception is self-shaped by its website. It can leverage the generally positive association with Otavalo textiles (cultural heritage, craftsmanship).

Copy Examples

• •From a Family Kitchen to the Heart of the Andes. Discover authentic, fair trade textiles chosen with passion. This isn't just a business it's my story. Wrap yourself in the warmth of Ecuador.
• •Each thread tells a story. Our alpaca ponchos are more than just beautiful they carry the spirit of Otavalo's master weavers. Sourced ethically and brought to you with love. Link in bio to see the collection.
• •It all started with a trip to Ecuador and a love for these incredible textiles. This alpaca-blend blanket is the reason my business exists today. Incredibly soft, warm, and durable, it's a piece of Andean artistry, perfect for your home. Hand-selected on my last trip.
• •I used to cook Chinese food for a living. Then, a trip to visit my brother in Ecuador changed everything. I discovered the vibrant textiles of Otavalo and knew I had to share them. Every piece in our store is part of that journey.
• •A Story of Reinvention and Warmth from Ecuador. Hi [Customer Name], I never planned on selling textiles. But some paths find you. Read my story of how a chance encounter in Otavalo led to a new passion and discover the fair trade treasures I brought back.