Brand Tone

Friendly and Approachable, Community-Oriented, Enthusiastic and Passionate, Conscious and Purposeful, Playful and Youthful, Authentic

Brand Values

• •Sustainability
• •Community
• •Conscious Consumerism
• •Curated Quality & Uniqueness
• •Friendship and Connection
• •Creativity and Artistry

Best Practices

• •Always Prioritize "Friendly and Approachable": Start communications with a warm greeting. Use inclusive language. Imagine you're talking to a friend who shares your values.
• •Weave in Core Values Naturally: Don't just state "we are sustainable"; show it by describing an item as "pre-loved" or "ethically sourced." Mention "local artists" when showcasing their work. This reinforces values authentically.
• •Embrace Enthusiasm (Especially for Products and Mission): Let your passion for unique finds and sustainable living shine through. Use positive adjectives and exclamation points where appropriate, without overdoing it.
• •Speak from the "We" of Ali & Joy: Maintain the personal, two-friends-running-a-shop feel. Sign off emails or occasional posts with their names to reinforce this connection.
• •Adapt to the Platform, but Keep the Core Voice: While TikTok copy might be shorter, use more emojis, and be trend-focused, the underlying friendliness, passion for unique/sustainable items, and community spirit should still be evident, just as it is in a more descriptive Instagram caption or website text.

Social Perception

Positive and Well-Regarded, Seen as a Local Gem, Trusted Source for Sustainable and Vintage Goods, Engaging and Fun

Copy Examples

• •✨ Just in! This dreamy vintage [Item Name] is whispering tales of eras gone by. Imagine the stories it could tell! Ethically sourced and ready for its next chapter with you. Come find your unique treasure at Ruby's – where every piece has a past and a future. #SustainableStyle #VintageFindsSF #ShopRubysSF #ConsciousCloset #SFLocal
• •Hey [Customer Name], cozy season is calling! Discover our new collection of handcrafted home goods from talented local artists and unique vintage pieces that add a touch of warmth and personality to your space. Plus, feel good knowing you're supporting sustainable choices and our wonderful community of makers. Pop by the shop or browse online! xx Ali & Joy
• •OOTD but make it ✨sustainable✨! 😉 Obsessed with this [pre-loved top/vintage skirt] paired with [ethically-made accessory] – all from Ruby's! Look good, feel good, do good. Who says sustainable can't be chic? #ShopRubysSF #SustainableFashion #VintageVibes #SFStyle #EcoChic #SlowFashion
• •Meet the Maker! 🌟 This week, we're shining a spotlight on [Artist's Name], the incredible talent behind these beautiful [Product Type]. Handcrafted right here in SF, each piece tells a story. Support local, shop sustainable, and find something truly special at Ruby's Old & New. #SupportLocalSF #SanFranciscoArtists #HandmadeWithLove #RubysCommunity #UniqueGifts
• •Ruby's Old & New: Your friendly corner shop for curated vintage, sustainable goods, and treasures from local artists. Shop consciously, live beautifully. [Shop Now Button]