Brand Tone

Inspirational, Friendly, and Community-Focused

Brand Values

• •Creativity & Inspiration
• •Community
• •Quality & Curation
• •Passion
• •Education

Best Practices

• •Always Lead with Inspiration: Frame product announcements, social media posts, and descriptions around the creative possibilities they unlock, not just their technical specifications. Use words like "imagine," "create," "inspire," and "dream."
• •Use a Communal "We": Write as if you are part of the sewing community. Use "we" to refer to the shop, share in the excitement ("We're so excited about..."), and feature customer stories to reinforce that everyone is in this creative journey together.
• •Keep it Friendly and Encouraging: Avoid jargon where possible. Ensure the tone is always welcoming, especially for beginners. The goal is to empower customers, not intimidate them with technical language.
• •Tell the Story Behind the Products: When featuring fabrics or patterns, briefly mention the designer or the collection's theme. This adds value, reinforces the "curated" perception, and connects customers to the broader world of modern sewing.
• •Ask Questions to Foster Engagement: In social media and newsletters, regularly ask open-ended questions related to projects, creative challenges, or preferences. This turns a one-way announcement into a two-way conversation, strengthening the community feel of the brand.

Social Perception

It is viewed as a Go-To Source for Modern Fabric, High-Quality and Trustworthy, Friendly and Knowledgeable, and a Community Hub.

Copy Examples

• •Beyond the pattern. Your next project starts with our collection of beautiful, modern fabrics. Find your inspiration.
• •That feeling when the new [Designer Name] collection arrives! ✨ These stunning quilting cottons are practically begging to be turned into your next masterpiece. We're dreaming of quilts, dresses, and tote bags. What would you create? Let us know below! 👇 #SewCrafty #ModernFabric #OttawaSews #[DesignerHashtag]
• •It all started with a search. Our founder, Dani, was a passionate sewist who couldn't find the modern, vibrant fabrics she dreamed of in Ottawa. So she built a place that had them. Sew Crafty is more than a store; it’s a community, a source of inspiration, and a celebration of making beautiful things by hand.
• •Get Inspired: Our New Workshops Are Here!
• •The perfect weekend project! This beginner-friendly pattern from [Pattern Designer] helps you create a stylish and versatile tote bag. With clear instructions and a modern design, you’ll build confidence and end up with a bag you’ll be proud to carry. All you need to add is your favorite fabric.