Brand Tone

Friendly and Personal, Established and Trustworthy, Appreciative and Passionate, Slightly Traditional yet Contemporary, Resilient and Adaptable

Brand Values

• •Customer Service Excellence
• •Support for Artists and Craftsmanship
• •Uniqueness and Originality
• •Quality
• •Heritage and Family
• •Community Connection

Best Practices

• •Always Use a Warm, Personal, and Appreciative Voice: Even in transactional communication, infuse a sense of warmth. Phrases like "Thank you for choosing us," "We hope you love your new treasure," or sharing a little story about an artist can make a big difference.
• •Highlight Craftsmanship and Uniqueness: Consistently emphasize that many items are handcrafted, designed by independent artists, or made in Britain. Use descriptive language that evokes quality and originality.
• •Maintain a Connection to Heritage (where appropriate): Briefly referencing their 40+ years of experience and family-run roots can build trust and differentiate them from newer, purely online retailers.
• •Be Genuinely Helpful and Approachable: Ensure all copy, from FAQs to product details, is clear, easy to understand, and anticipates customer questions. Encourage customers to reach out if they need assistance, reinforcing the personal service value.
• •Show Gratitude and Build Community: Regularly thank customers for their support, especially acknowledging the transition from a physical store. Use social media to not just sell, but to share stories, highlight artists, and engage with the community that has supported them for so long.

Social Perception

Well-Loved Local Institution (Historically), Go-To for Unique Gifts and Jewellery, Reliable and High Quality, Friendly and Approachable, Transitioning to Online with Support

Copy Examples

• •Homepage Welcome (Online Store): "Welcome to Smithsonia online! For over 40 years, we've cherished bringing you unique gifts and handcrafted treasures. Though our Birmingham doors have closed, our passion for beautiful, original finds continues right here. Discover something special, from our family to yours."
• •Product Description (e.g., a handmade ceramic mug): "Start your day with a touch of artistry. This beautiful ceramic mug, handcrafted with love by a talented British artisan, feels just right in your hands. Each piece is unique, making your daily cuppa a truly special moment. A thoughtful gift, or a treat for yourself!"
• •Social Media Post (Instagram - showcasing new jewellery): "Sparkle with something truly unique! ✨ Our latest collection of sterling silver earrings has just arrived, featuring stunning handcrafted designs from independent UK makers. We believe every piece tells a story. Which one will tell yours? Tap to explore or visit our website – link in bio! #SmithsoniaGifts #HandmadeJewellery #BritishCraft #UniqueGifts #ShopIndependentUK"
• •Email Newsletter Subject Line: "A Little Note from Smithsonia + New Arrivals You'll Adore!" Email Body Snippet: "...We're so grateful for your continued support as we've journeyed online. It means the world to us to still be connecting you with beautiful, handcrafted pieces from talented artists. This week, we're thrilled to introduce..."
• •"About Us" Page Snippet (Online): "From our beloved Piccadilly Arcade shop to our new online home, the heart of Smithsonia remains the same: a family-run business dedicated to bringing you beautiful, original gifts and jewellery, backed by the personal service you've always known. We miss our chats in the shop, but we're always here to help you find that perfect something online!"