Brand Tone

Nostalgic, welcoming, and passionate. The voice evokes a sense of wonder for "bygone ages," is inviting and unpretentious, and conveys deep knowledge and enthusiasm for vintage items.

Brand Values

• •Curation & Uniqueness
• •Tangible Experience
• •History & Nostalgia
• •Authenticity

Best Practices

• •Lead with the Story: Always frame products around their history or the era they represent. Instead of "selling a camera," you are "offering a piece of the 1960s." This reinforces the values of history and nostalgia.
• •Use Welcoming, No-Pressure Language: Consistently use phrases like "browse in peace," "feel free to explore," and "we're here to chat if you like." This maintains the friendly, welcoming tone established on the website.
• •Emphasize Tangibility and Experience: Encourage an in-person visit in your copy. Reference the feeling of holding a product, the fun of browsing the stall, and the atmosphere of the market to connect the digital presence with the physical store.
• •Be Passionately Knowledgeable: Share interesting facts about an item's origin, a camera's mechanism, or a style of jewelry. This positions the brand as an expert and shares the passion that drives it, building trust and engaging fellow enthusiasts.
• •Show, Don't Just Tell: Use high-quality, atmospheric photography that captures the texture and character of the vintage items. The visual tone on social media should feel as curated, authentic, and nostalgic as the products themselves.

Social Perception

Perceived as a specialized, charming niche store within Queen Victoria Market, a go-to for unique vintage finds (especially cameras and historical accessories), and a beloved fixture contributing to the market's unique atmosphere.

Copy Examples

• •This isn't just a camera. It's a time machine. It captured moments in the 1960s, and now it's ready for a new chapter. We test every piece to ensure it's ready for your adventures. Come hold history in your hands. Find us at String Bean Alley, Queen Vic Market. #RetroMamma #VintageCamera #MelbourneVintage #QueenVicMarket #FilmPhotography
• •Tired of the same old accessories? Make a statement that's truly your own. Our collection of vintage clip-on earrings from the 50s, 60s, and 70s is waiting to be discovered. Each pair has a story. What will yours be? Visit Retromamma this weekend at Queen Victoria Market! #VintageJewellery #ClipOnEarrings #MelbourneShopping #RetroStyle #UniqueFinds
• •Headline: "Curiosities for the Curious." Sub-headline: "Discover unique vintage cameras, photographs, and adornments at our home in Queen Victoria Market. No pressure, just pure discovery."
• •Every item here has a past. Please feel free to pick things up, have a closer look, and imagine its story. We're here if you have questions, but happy to let you explore in peace.
• •Subject: "A Fresh Haul of History: New Vintage Slides & Cufflinks Just In!"