Brand Tone

Knowledgeable & Passionate, Appreciative of Craftsmanship & Heritage, Unique & Eclectic, Value-Oriented & Fair, Friendly & Approachable (in-store), Slightly Formal but Informative (online)

Brand Values

• •Quality Craftsmanship
• •Sustainability & Longevity
• •Heritage & Storytelling
• •Customer Value
• •Uniqueness & Discovery
• •Community/Artisan Support

Best Practices

• •Emphasize Heritage and Story: For each piece or collection, try to weave in elements of its history, craftsmanship, origin, or the artisan's skill. This reinforces the 'Artisans Crafting Heritage' value.
• •Highlight Quality and Longevity: Use words that convey durability, good craftsmanship, and lasting value, connecting to the sustainability and 'Healthy Planet Mission.'
• •Maintain a Respectful and Slightly Erudite Tone: While friendly, the core tone should reflect a deep appreciation and knowledge of antiques and craftsmanship. Avoid overly casual slang or fleeting trends in language. The tone should feel as timeless as the pieces.
• •Showcase Uniqueness and Variety: Regularly feature the diverse range of styles and items available to reinforce the idea of RULLEN + RULLEN as a place for unique discoveries. Use descriptive language that paints a picture of the item's distinct character.
• •Be Transparent and Informative: Provide clear details about materials, origin (where known), and condition, as expected by customers seeking antique or vintage items. This builds trust and aligns with the 'honest owner' perception.

Social Perception

Treasure Trove/Hidden Gem, Good Value for Unique Items, Knowledgeable and Passionate Owner, A Go-To for Antique and Unique Furniture in Christchurch, Mix of Authentic Antiques and 'Antique-Esque' Items

Copy Examples

• •Instagram Post (Showcasing a vintage armchair): Unearth the stories of a bygone era. This beautifully preserved [Armchair Style, e.g., Victorian Walnut] armchair isn't just a seat; it's a piece of history, crafted with techniques passed down through generations. Imagine the conversations it has witnessed. Ready to become part of your home's heritage. Explore more unique finds online and in-store. #RullenAndRullen #VintageFurniture #AntiqueFinds #ChristchurchAntiques #HeritageLiving
• •Facebook Ad (Promoting a new container of unique items): Fresh discoveries have arrived at RULLEN + RULLEN! Our latest curated collection features hand-selected antique and vintage treasures, each with its own unique charm and story. From timeless [Example Item 1, e.g., French commodes] to exotic [Example Item 2, e.g., Indian carved panels], find pieces that speak to your soul and add lasting character to your space. Visit us on Maces Road or browse online – your next heirloom awaits. #AntiquesNZ #VintageDecor #UniqueInteriors #ShopLocalChristchurch #SustainableStyle
• •Website Product Description (for a reclaimed wood table): Crafted by artisans from sustainably sourced reclaimed [Wood Type, e.g., teak], this dining table embodies our commitment to a Healthy Planet and enduring quality. Each knot and grain tells a story of its previous life, now beautifully repurposed to bring warmth and character to your dining space for years to come. A testament to quality craftsmanship and rich heritage. [Link to sustainability mission page if available] #ReclaimedWood #SustainableFurniture #ArtisanCrafted #EcoChic #RullenHeritage
• •Email Newsletter Snippet (Highlighting a specific collection, e.g., Maori Collection): **Honouring Craftsmanship: The Maori Collection** At RULLEN + RULLEN, we deeply admire quality craftsmanship that leads to a rich heritage. Our Maori Collection features stunning [Example piece, e.g., hand-carved Patu] and intricate designs, crafted by artisans using traditional tools and inherited techniques. These pieces are more than decor; they are a celebration of cultural artistry. Discover these powerful statements online. #MaoriArt #NZHeritage #ArtisanMade #CulturalTreasures #RullenAndRullen
• •Promotional Post (Focusing on value and uniqueness): Why settle for ordinary? At RULLEN + RULLEN, discover extraordinary antique and vintage pieces at exceptional value. We believe in furniture that lasts, tells a story, and doesn't cost the earth. Our Maces Road store is a treasure trove waiting to be explored. Find that unique statement piece you won't see anywhere else! #AntiqueBargains #VintageFindsNZ #UniqueHome #QualityForLess #ChristchurchShopping