Brand Tone

authentic, passionate, creative, and welcoming

Brand Values

• •Creativity and Craftsmanship: Strong emphasis on handmade, uniquely designed, and refinished items.
• •Authenticity and Uniqueness: Offering one-of-a-kind pieces, vintage finds, and items with history.
• •Passion: Melissa Klema's personal passion for design and creation is a core element of the brand.
• •Customer Connection and Service: Focus on providing good customer service and creating a welcoming environment, including offering custom work and design consultations.
• •Repurposing and Sustainability (implied): The focus on "re-habbed vintage and antique furniture" and "repurpose recycle" suggests an appreciation for sustainability.
• •Supporting Local/Small Business: The nature of the brick-and-mortar shop and its community mentions point to this value.

Best Practices

• •Develop a Brand Voice Chart: Create a simple chart that outlines your core brand voice (e.g., Passionate Creator) and then lists adjectives for the tone in different contexts (e.g., Website copy: welcoming, descriptive; Social Media: enthusiastic, engaging; Customer Service: helpful, empathetic).
• •Storytelling is Key: Continue to weave Melissa's personal journey and the stories behind the products (especially vintage and handmade items) into your communication. This reinforces authenticity and passion.
• •Use "Founder's Voice" Consistently: Since Melissa Klema is central to the brand's identity, ensure that communications, even if drafted by others, reflect her passion, style, and way of speaking about her work.
• •Visual Consistency: Ensure that the visual elements (photography style, shop aesthetics, online graphics) match the described tone – e.g., warm, inviting, showcasing detail and craftsmanship. The current Instagram feed does this well.
• •Engage Authentically: When responding to comments or messages on social media or other platforms, maintain the welcoming, helpful, and passionate tone. Personalized responses will resonate more than generic ones.

Social Perception

Customers and local media perceive shopadourn positively as a unique and charming local business offering high-quality, distinct products and services. Melissa Klema is seen as a passionate and talented entrepreneur. The brand is associated with creativity, attention to detail, and a love for vintage and handcrafted items. Reviews often mention the "stunning," "beautiful," and "quality" nature of the products. There's an appreciation for the blend of old and new, and the personal touch in the offerings.

Copy Examples

• •Homepage Welcome: "Welcome to Adourn – where every piece tells a story. Discover handcrafted treasures, lovingly rehabbed vintage finds, and unique décor to make your space truly yours. Born from a passion for design and a love for the unique, we’re more than just a shop; we’re a place to find inspiration."
• •Product Description (Vintage Furniture): "Meet the 'Eliza' console – a beautiful antique given a new lease on life by Melissa. With its original charm lovingly preserved and a fresh, modern touch, this piece isn't just furniture; it's a conversation starter, ready to bring character and history to your home."
• •Social Media Post (New Handmade Jewelry): "Freshly crafted with passion! ✨ Our latest collection of handmade sterling silver necklaces has just landed. Each one designed and made right here in our Chatfield studio by Melissa. Which one is calling your name? Pop in and see them sparkle or shop online!"
• •Email Newsletter (Workshop Announcement): "Unleash your inner creative! Join Melissa for our upcoming Furniture Painting Workshop and learn the secrets to transforming tired pieces into treasured heirlooms. Spaces are limited – book your spot and let’s make something beautiful together! It’s all about having fun and discovering your own unique style."
• •About Us Snippet: "From a dream whispered in a small Minneapolis jewelry studio to a vibrant brick-and-mortar haven in historic Chatfield, Adourn is Melissa Klema’s heart poured into design. It’s where vintage charm meets modern creativity, and where every item is chosen or crafted with intention and love. We believe your home should be as unique as you are."