Brand Tone

Artisanal, Educated, and Mindful

Brand Values

• •Sustainability and Environmental Responsibility
• •Heritage and Craftsmanship
• •Artistic Integrity and Education
• •Quality and Provenance
• •Community and Generosity

Best Practices

• •Always connect the product to the brand's core values. Don't just sell a scarf; sell a piece of 'wearable art' that helps preserve an 'endangered craft.' This narrative adds immense value.
• •Incorporate specific, authentic terms like 'marbling,' 'heritage,' 'provenance,' 'slow made,' 'handcrafted,' and 'bespoke' to reinforce expertise and quality.
• •Be specific about sustainable practices. Instead of saying 'eco-friendly,' say 'made from repurposed ballet slippers' or 'using a zero-waste philosophy to turn offcuts into jewellery.' This builds credibility.
• •The brand is inextricably linked to its founder. Weaving Rachel O'Connell's 30+ years of experience, her role as an educator, and her passion into the copy adds a personal, trustworthy, and authoritative touch.
• •The writing should reflect the mindful nature of the craft itself. Use a calm, confident, and educational voice. Avoid overly aggressive sales language ('Hurry!', 'Last Chance!') as it conflicts with the 'slow made, worth the wait' ethos. Instead, create urgency through scarcity (e.g., 'small batches,' 'limited workshop spots').

Social Perception

Customers and partners view it as a high-quality, authentic, and mission-driven brand, lending it significant credibility through its presence in esteemed galleries and museums. The founder, Rachel O'Connell, is perceived as a master of her craft and a dedicated educator. The commitment to sustainability and ethical practices is a key differentiator resonating with conscious consumers, reinforced by mentions on platforms like Blue Patch. Products are seen as 'wearable art' or 'textile art,' each with a story.

Copy Examples

• •From water to light. This is more than a lampshade; it's a piece of an endangered craft, brought to life in our Devon studio. Each pattern is captured one drop of ink at a time on sustainable linen, a slow and mindful process to create something truly unique for your home. See the art of marbling in our Stories today. #ROCWORX #HeritageCraft #SlowMade #SustainableHome
• •Document your thoughts in a journal as unique as you are. Bound in oak-bark tanned leather, a by-product of the food industry, its cover is graced with a one-of-a-kind marbled pattern. This isn't just a notebook; it's a testament to slow craft and sustainable sourcing. With every use, the leather will develop a rich patina, aging beautifully alongside your stories. #MadeinDevon #SustainableLuxury #LeatherJournal
• •Join master artist Rachel O'Connell and learn to create stunning patterns on paper and textiles. In our relaxed Devon studio, you'll explore a heritage craft known for its therapeutic benefits. Perfect for a creative day out or a meaningful gift. No experience necessary just a desire to create. Limited spots available. Book your place via the link. #MarblingWorkshop #CreativeExperience #DevonLife #MindfulCraft
• •Beautifully Crafted. Mindfully Made. No Waste. Our Circular Design collection gives new life to every material. From Royal Opera House ballet slippers to the offcuts of our journal leather, we create unique accessories that honour our zero-waste philosophy. Shop the collection and own a piece of a sustainable story.
• •An Endangered Art, A Sustainable Future & A Gift For You