Brand Tone

Welcoming and Friendly, Knowledgeable and Passionate, Heritage-Rich and Traditional, Inspiring and Creative, Community-Focused

Brand Values

• •Quality and Craftsmanship
• •Customer Satisfaction and Service
• •Preservation of Legacy and Tradition
• •Community Building
• •Passion for Needlepoint
• •Inclusivity

Best Practices

• •Always Emphasize Community and Welcome: Use inclusive language that makes everyone, from beginners to experts, feel like they belong. Phrases like "join our community," "all skill levels welcome," or "we're here to help" reinforce this.
• •Highlight Heritage and Expertise with Warmth: When referencing the shop's history or the staff's knowledge, do so in a way that is approachable rather than intimidating. Share anecdotes or the passion behind the craft.
• •Focus on the Joy and Creativity of Needlepoint: Use evocative language that inspires customers and highlights the satisfaction of creating something by hand. Words like "unleash," "inspire," "joy," "treasure," and "masterpiece" can be effective.
• •Maintain a Helpful and Supportive Voice: Position the brand as a knowledgeable partner in the customer's needlepoint journey. Offer tips, answer questions enthusiastically, and celebrate customer creations.
• •Ensure Visuals and Text are Cohesive: The friendly, high-quality, and creative tone in the copy should be mirrored in the imagery used across all platforms – bright, clear photos of beautiful projects, inviting shop scenes, and happy customers (if applicable).

Social Perception

A Respected Institution, A Go-To Destination, Friendly and Supportive, A Hub for the Needlepoint Community, Reliable and Professional

Copy Examples

• •Instagram Post (Showcasing a new canvas): Unleash your creativity with our latest hand-painted canvas! 🎨 From timeless florals to modern geometrics, find the perfect design to bring your vision to life. Our team is always here to help you choose the perfect fibers. What will you stitch next? #RitasNeedlepoint #NeedlepointLove #NYCCrafts #CreativeJourney #StitchersOfInstagram
• •Facebook Announcement (For a beginner workshop): New to needlepoint? Or looking to refresh your skills? Join our upcoming beginner workshop and discover the joy of stitching! Our passionate instructors will guide you every step of the way in a warm and welcoming environment. Spaces are limited – sign up today and become part of our wonderful stitching community! Link in bio. #NeedlepointWorkshop #LearnToStitch #RitasCommunity #CraftClassNYC #NeedlepointForAll
• •Website Homepage Snippet (Highlighting heritage): Since 1973, Rita's Needlepoint has been a cherished part of New York's Upper East Side, fostering a love for needlepoint across generations. We honor our rich heritage by offering the finest canvases, threads, and expert guidance, ensuring every stitcher feels inspired. Explore our collection and continue the tradition. #TimelessCraft #NeedlepointHeritage #QualitySupplies #NYCTradition
• •Email Newsletter Subject Line (Promoting finishing services): Transform Your Stitches into Treasures: Expert Finishing at Rita's! Body Snippet: You've poured your heart into every stitch. Let our expert finishers turn your completed needlepoint into a beautiful heirloom to be cherished for years to come – from pillows to ornaments and beyond. Discover the Rita's difference. #NeedlepointFinishing #Craftsmanship #HeirloomQuality #RitasExpertise
• •TikTok Video Caption (Quick tip or product feature): Quick tip from Rita's! ✨ Did you know [insert a simple needlepoint tip]? We love sharing our passion! Visit us in NYC or online for all your stitching needs – from vibrant threads to unique canvases! #NeedlepointTips #RitasNeedlepointNYC #StitchTok #CraftHacks #NeedlepointCommunity