Brand Tone

Nostalgic & Whimsical, Friendly & Approachable, Inspiring & Creative, Passionate & Knowledgeable

Brand Values

• •Quality
• •Creativity & Inspiration
• •Nostalgia
• •Customer Satisfaction
• •Authenticity & Passion
• •Uniqueness

Best Practices

• •Embrace Storytelling: Weave narratives around products, invoking nostalgia, the joy of creating, or the charm of vintage aesthetics. Share the "why" behind a product or craft.
• •Use Whimsical and Evocative Language: Incorporate words that suggest charm, delight, nostalgia, and creativity (e.g., "enchanting," "cherished," "homespun," "gleaming," "tiny treasures").
• •Maintain a Friendly and Encouraging Voice: Write as if speaking to a fellow craft enthusiast. Be supportive, offer tips, and celebrate the creative process. Avoid overly technical or impersonal language.
• •Highlight Uniqueness and Quality: Emphasize what makes the supplies special – their vintage inspiration, rarity, or the quality of materials.
• •Show, Don't Just Tell, the Inspiration: Pair copy with high-quality visuals that reinforce the vintage, whimsical, and creative brand identity. Ensure written content complements the visual story.

Social Perception

Positive Customer Experiences, Trusted Source for Crafters, Inspiring and Engaging, Expert in Niche Crafts, Appreciation for Aesthetics

Copy Examples

• •Headline for a new vintage glitter collection: "Sprinkle a Little Magic: Discover Our New Collection of Vintage-Inspired German Glass Glitters and Bring Timeless Sparkle to Your Crafts!"
• •Instagram caption for a spun cotton ornament kit: "Remember those cherished holiday ornaments from childhood? Create new heirlooms with our delightful Spun Cotton Santa Kit. Pure nostalgia, pure joy. ✨ #SmileMercantileCrafts #VintageChristmas #SpunCottonMagic"
• •Email subject line for a seasonal promotion: "Craft Your Coziest Season Yet 🍂 Warm Up with Our New Autumn Miniatures & Supplies!"
• •About Us snippet: "More than just a craft store, Smile Mercantile is your doorway to a world of whimsical creativity and nostalgic charm. We lovingly source unique, vintage-inspired treasures to help you tell your story, one beautiful creation at a time. Let's make something wonderful together!"
• •Product description for a craft kit: "Unleash your inner artisan with our Enchanted Forest Diorama Kit! We’ve gathered all the whimsical bits and bobs – from tiny toadstools to delicate moss – so you can easily craft a miniature world brimming with vintage charm. Perfect for a cozy crafting afternoon or a heartfelt handmade gift."