Brand Tone

charming, curated, and friendly

Brand Values

• •Support for Independents
• •Curated Quality
• •Scottish Identity
• •Community and Friendliness
• •Playful and Unique

Best Practices

• •Always Credit the Maker: When showcasing a product, always mention and tag the independent designer or brand. This consistently reinforces your core value of supporting local and independent creators.
• •Use Warm and Personal Language: Address your audience directly using "you" and "your." Use friendly and inviting language like "pop by," "discover," and "treat yourself" to maintain a welcoming tone.
• •Tell a Story: Instead of just listing features, briefly explain what makes a product special. Where is it from? Who made it? What inspired it? This adds value and aligns with the "curated" perception.
• •Incorporate a Sense of Place: Regularly mention your location in Morningside and your connection to Edinburgh and Scotland. This grounds the brand and strengthens its local, community-focused identity.
• •Let Your Personality Shine: Don't be afraid to be playful and fun. The selection of quirky products is a key part of the brand's charm, and the copy should reflect that. Use emojis where appropriate on social media to add personality and warmth.

Social Perception

Overwhelmingly positive; seen as a go-to for unique, quality gifts with a personal touch. Praised for its curated selection, excellent customer service, and contribution as a 'treasure trove' independent shop that adds to local charm.

Copy Examples

• •Morning moments, made better. ✨ We’re so excited to welcome these handcrafted mugs from [Designer's Name] to the shop. Each one is made with love right here in Scotland and is perfect for your daily cuppa. Pop by our Morningside store or find them online! #ShopLocalEdinburgh #RuaEdinburgh #ScottishDesign
• •Gifts with a story. Discover our curated collection of unique finds from independent makers.
• •Looking for the perfect present? From quirky homewares to beautiful Scottish-made jewellery, Rua has something for everyone. We’re your friendly, independent gift shop in the heart of Morningside. Shop online and enjoy fast, free UK delivery over £30! #ShopRua #EdinburghGifts
• •Psst... New treasures have just landed at Rua!
• •Light up your home with the scent of the Highlands. This soy wax candle is hand-poured in small batches by our friends at [Brand Name]. With notes of heather and moss, it’s a wonderful way to bring a little piece of Scottish nature indoors. A thoughtful gift for a loved one, or a special treat just for you.