Brand Tone

Approachable Expert. A blend of professional and friendly, emphasizing expertise through detailed product descriptions and educational content, while fostering a supportive community for modern sewers.

Brand Values

• •Quality and Professionalism
• •Community and Connection
• •Passion and Expertise
• •Modern and Innovative
• •Customer Appreciation

Best Practices

• •Lead with Passion, Support with Expertise: Always let the love for sewing shine through, but back it up with a clear explanation of *why* a product is high-quality or *how* a technique works.
• •Use "You" and "We" to Foster Community: Address the customer directly ("You") and refer to the brand as "we" to create a sense of a shared journey and community.
• •Tell the Story Behind the Products: When possible, share details about the designer of a pattern or the origin of a fabric. This reinforces the values of quality and curated selection.
• •Maintain a Consistent Visual Identity: Ensure that all images and graphics across platforms reflect the modern, clean, and high-quality aesthetic of the brand.
• •Engage Authentically: Respond to comments and questions on social media with the same friendly and expert tone. Share user-generated content to build community and show appreciation.

Social Perception

Highly positive. Perceived as a reliable source for high-quality and unique sewing supplies, run by knowledgeable and passionate individuals. The personal story of the founders adds authenticity and trustworthiness, with a key differentiator being the focus on indie patterns and specialized tools.

Copy Examples

• •Tired of uneven stitches? ✨ Elevate your craft with our new Edge Stitching Foot. Perfect for getting those professional-looking seams every time. Because the right tools make all the difference. #SewingGemUK #ModernSewing #SewingTools
• •Dare to be different! Explore our collection of independent sewing patterns from designers around the globe. Find your next unique project and make something that is truly *you*. What will you create? #IndiePatterns #SewingInspiration #SewingGem
• •This week on the Sewing Club podcast, we're diving deep into the art of fabric pairing! Join us as we share our expert tips for choosing the perfect material for your next garment. Listen now and get inspired! #SewingClub #SewingTips #SewingCommunity
• •From Our Sewing Room to Yours. Discover a curated selection of professional-quality tools and beautiful patterns that will inspire your creativity and bring your ideas to life.
• •These aren't your grandmother's buttons. Our exclusive range of Italian-made buttons adds a touch of modern elegance to any project. Crafted for durability and style, they're the perfect finishing touch your handmade garment deserves.