Brand Tone

Nostalgic, Passionate, and Welcoming

Brand Values

• •Community
• •History & Storytelling
• •Discovery & Uniqueness
• •Quality & Authenticity
• •Sustainability

Best Practices

• •Lead with the Story: Every piece has a past. Start with a hook that hints at its history or uniqueness. Instead of 'Old chair for sale,' try 'This armchair has been hosting conversations since 1952.'
• •Use Evocative and Sensory Language: Use words like 'discover,' 'treasure,' 'uncover,' 'timeless,' 'charming,' and 'nostalgic' to reinforce the brand's tone. Describe the look, feel, and even the imagined sound of an item.
• •Highlight the 'Why': Focus on the value beyond the physical object. It as not just a 'used necklace,' it's a 'piece of authentic Art Deco history that brings elegance to any outfit.' This also frames it as a sustainable and conscious choice.
• •Speak as a Passionate Collective: Write in a voice that is knowledgeable but approachable. Use 'we' to represent the community of dealers. Share tips, historical facts, or care instructions to position the brand as a trusted expert.
• •Create a Sense of Urgency Through Uniqueness: Since most items are one-of-a-kind, leverage this scarcity. Phrases like 'Once it as gone, it as gone forever' or 'A truly unique find' encourage immediate interest without resorting to aggressive sales tactics.

Social Perception

The public perceives Southern Antiques Centre as a beloved and fascinating destination, often described as a 'fabulous place for getting lost' and a 'treasure trove'. Reviews are overwhelmingly positive, with an average Google rating of 4.4 stars. Customers appreciate the variety, the 'cosy atmosphere,' and the reasonable prices. It's seen as a place for a pleasant outing, enhanced by the on-site cafe. The centre is home to respected dealers with their own followings, which adds to the location's credibility. It is recognized as a significant player in the Sydney antiques scene. Despite being well-established, it is often referred to as a 'hidden gem' or a 'best-kept secret', particularly by those who share their finds on social media platforms like TikTok.

Copy Examples

• •They don't make them like this anymore. Fresh in from our friends at [Dealer Name], this 1940s Bakelite radio isn't just a beautiful piece of history—it's a conversation starter. Imagine the homes it's lived in and the stories it's told. Ready for its next chapter. Come discover it this weekend.
• •Find the soul of your home. Tired of the same-same? Your home deserves a story. At Southern Antiques Centre, discover unique, timeless furniture and decor that you won't find anywhere else. From mid-century marvels to Victorian elegance, our 31 expert dealers have the piece that's waiting for you. Visit us in Kogarah—your next treasure awaits.
• •More Than an Antique Store. It's a Journey. Explore a 500m2 emporium of curated treasures, where every object has a story and discovery is around every corner.
• •Hello [Name], a new week means new histories arriving at the Centre. This week, we're captivated by a stunning collection of Edwardian jewellery just polished up at the P&K Antique Jewellery stall and a set of rare maritime maps that have just docked at Bottom of the Harbour. Don't let these stories sail away without you!
• •This 1960s floral day dress is pure sunshine. With its classic A-line cut and vibrant print, it as a wearable piece of optimistic history. The fabric is a soft, durable cotton, perfect for a garden party or a simple weekend stroll. Hand-selected for its quality and charm, this dress is waiting to be taken on new adventures. A truly unique find for the discerning vintage lover.