Brand Tone

Sophisticated, Curated, and Approachable

Brand Values

• •Curation and Quality
• •Support for Independent Artists
• •Storytelling and Sentiment
• •Aesthetic-Driven
• •Inclusivity and Community

Best Practices

• •Lead with Emotion and Story: Instead of focusing on product features, start with the feeling, the story, or the experience the object provides. Use evocative words that connect to memory, touch, and beauty.
• •Champion the Creator: Whenever possible, name the artist or designer. Highlighting the human element behind the products reinforces the values of craftsmanship and support for independents.
• •Use a Refined and Calm Vocabulary: Employ words like "curated," "thoughtful," "intentional," "discover," and "explore." Avoid urgent, loud, or generic retail language like "Hurry," "Sale," or "Buy Now!"
• •Embrace White Space: Just as the store's design is clean and artful, the copy should be as well. Keep sentences and paragraphs concise. Allow the message (and the accompanying visuals) room to breathe.
• •Maintain a Consistent Voice Across All Platforms: Whether writing a product description, an email newsletter, or an Instagram caption, the tone should remain consistent —sophisticated, personal, and focused on the inherent value and story of the object.

Social Perception

SOUVENIR is highly regarded within its community and in local media. Customer reviews consistently praise the "beautiful store with unique and well-curated items that are perfect for gifts." It holds a Google rating of 4.6/5, with reviewers highlighting the unique selection and welcoming atmosphere. Online publications like Toronto Life and others position SOUVENIR as a key destination for unique, design-forward gifts and homewares in the city. The brand is perceived as authentic, with a clear and respected point of view driven by its owner, Danielle Suppa, who is seen as a "champion of beauty." It is featured as a go-to for those seeking items with artistic merit and a personal touch, distinct from mainstream retail.

Copy Examples

• •More than a vessel, it's a morning ritual. The new collection from YYY Ceramics has arrived, each piece shaped by hand with a quiet intention. Discover objects made to be held, used, and treasured. In-store and online now.
• •Your space should tell your story. Our interior styling service, Styled by SOUVENIR, helps you curate a home that feels like you. We blend your treasured pieces with new, thoughtfully sourced objects to create a narrative that is uniquely yours. Let's begin the conversation.
• •Meet the Maker: [Artist Name]. We believe the most beautiful objects have a soul. That’s why we’re so drawn to the work of [Artist Name], whose [product type] are a testament to slow, mindful craftsmanship. Each one passes through their hands, resulting in a truly one-of-a-kind piece. Explore their story and their work at SOUVENIR.
• •A keeper of secrets. This vintage Turkish rug was sourced for its unique history and intricate, time-worn pattern. It’s not just a foundation for a room; it’s a centerpiece for future memories. One of one. Available at the shop.
• •At SOUVENIR, we search for the stories. In the curve of a ceramic mug, the texture of a hand-woven textile, the subtle scent of a candle. We curate mementos for a life thoughtfully lived. #ObjectsWithAStory