Brand Tone

passionate, knowledgeable, and reverent

Brand Values

• •Sustainability
• •Craftsmanship & Design Heritage
• •Authenticity & Storytelling
• •Curation
• •Personal Touch

Best Practices

• •Lead with the Story: Always start with the human element or the history of a piece. Whether it’s the designer's original vision or the journey of its restoration, the story is the most valuable asset.
• •Use a 'Knowledgeable Friend' Voice: Write as if you are sharing your passion with an interested friend. Be informative without being condescending. Use descriptive, evocative language (e.g., "warm glow of teak," "elegant tapered legs," "honest craftsmanship").
• •Emphasize "Restored," Not "Used": The word "used" can imply something worn out. "Restored," "reborn," "revived," or "cherished" reinforces the value, care, and quality that the brand adds.
• •Champion Sustainability and Longevity: Explicitly connect the act of buying vintage to sustainability. Frame it as a conscious, intelligent choice against disposable culture and in favor of enduring quality.
• •Maintain Visual and Textual Consistency: Ensure the clean, warm, and sophisticated aesthetic of the photography is matched by the copy. The text should be as uncluttered, elegant, and well-crafted as the furniture itself. Avoid slang, excessive emojis, or overly aggressive sales language ("Act now!," "Limited time!").

Social Perception

The social perception of Pavilion Parade appears to be limited but positive among its niche audience. It has limited visibility online outside of its own website and Instagram, making it a "hidden gem." Within its Instagram community, the perception is highly positive, with an engaged niche following. However, there is brand name confusion due to another UK-based brand with the same name selling clothing, which dilutes search results for the furniture store.

Copy Examples

• •More than just a place to sit, this is a piece of Danish history, reborn. When we found this armchair, its frame was tired and its spirit was lost. Now, after weeks of careful restoration—stripping back, nourishing the wood, and reupholstering in a timeless wool—it's ready for its next chapter. It’s a testament to the idea that true design never fades. Ready for your story.
• •The G-Plan Fresco is an icon for a reason. Designed by V.B. Wilkins in the 1960s, its elegant lines and signature sculpted handles defined a generation of British homes. We’ve lovingly restored this particular piece in our Warwickshire workshop, bringing the rich grain of the teak back to its original, glowing warmth. It’s not just furniture; it’s a legacy of British craftsmanship, waiting to become the heart of your home.
• •Why buy vintage? It’s a question we answer with our hands, every day. In a world of the disposable, there’s a quiet rebellion in choosing something that has already stood the test of time. It’s about honouring the forests that grew the timber, the designers who shaped it, and the homes that loved it. Join us as we explore the enduring appeal of mid-century design.
• •Your home is a story. Don't furnish it with afterthoughts. At Pavilion Parade, we find and restore timeless mid-century furniture with soul. Each piece is unique, sustainable, and full of character. Discover the difference that history makes. Explore our new arrivals.
• •It started with a single sideboard and a shared belief: that beautiful things shouldn't be thrown away. We’re Kate and Matt, the hands and hearts behind Pavilion Parade. Our passion is searching the country for forgotten mid-century gems and giving them a second chance to be loved. This isn't just our business; it's our way of preserving stories, celebrating design, and creating sustainable homes.