Brand Tone

Traditional & Authentic, Quality-Oriented, Elegant & Simple

Brand Values

• •Heritage & Tradition
• •Craftsmanship & Quality
• •Swedish Design
• •Partnership

Best Practices

• •Lead with Heritage: Always mention the founding year (1929) and "family business" status to build trust and communicate a legacy of quality. This is a key differentiator.
• •Emphasize "Made in Sweden": This phrase is a powerful indicator of quality and authenticity. It should be prominently featured in product descriptions, brand stories, and marketing materials to appeal to customers seeking genuine Scandinavian products.
• •Focus on Materials: Use descriptive words for the core materials— "hand-forged iron," "natural wood," "traditional textiles." This reinforces the brand's connection to craftsmanship and the tangible quality of the products.
• •Use Storytelling: Instead of just listing features, tell the story behind the products. Talk about "Swedish handicraft traditions," "skilled artisans," and creating "timeless" pieces. This creates an emotional connection.
• •Maintain a Simple & Elegant Tone: The copy should mirror the product aesthetic. Use clear, confident, and unpretentious language. Avoid jargon or overly promotional hype. The tone should be as timeless and durable as the products themselves.

Social Perception

Spegels is perceived as a provider of authentic, high-quality Swedish decorative items. Retailers describe the products as having an updated style based on Swedish handicraft traditions. The association with "Hemslöjd" (handicrafts) positions it as a genuine and traditional brand, likely appealing to customers seeking authentic Scandinavian decor. No significant negative perception was found online.

Copy Examples

• •For an Instagram post targeting new retailers: Partner with Tradition. Bring a piece of Swedish history to your customers. For over 90 years, Spegels has crafted timeless home decor from iron, wood, and textile. Each piece tells a story of Swedish tradition and quality. Become a reseller and share our heritage. #Spegels #SwedishDesign #Hantverk #WholesaleDecor #MadeInSweden
• •For a Retailer’s Product Description (e.g., a hand-wrought iron candlestick): Hand-Forged Elegance, Rooted in Swedish Tradition. Illuminate your home with this stunning iron candlestick from Spegels. Forged by skilled artisans in Sweden, its timeless design brings a touch of rustic Scandinavian charm to any setting. A true piece of craftsmanship built to last for generations.
• •About Us Section on a Partner Retailer's Website: Why We Chose Spegels. We believe in products with soul. That's why we've partnered with Spegels, a family-owned Swedish company that has honored the art of handicraft since 1929. Their commitment to authentic materials and traditional techniques ensures every item is not just a product, but a piece of heritage.
• •Facebook Ad by a Retailer Featuring Spegels Products: Looking for Authentic Scandinavian Decor? Go beyond mass-produced trends. Discover the Spegels collection—beautifully crafted home goods made in Sweden from natural wood, iron, and textiles. Perfect for adding a warm, timeless touch to your home. Shop the collection in-store and online!
• •Email Marketing Snippet for a Retailer’s Newsletter: Subject: New In: Handcrafted Treasures from Sweden. Body: This week, we’re proud to introduce new arrivals from Spegels. Since 1929, this family-run workshop has been creating beautiful home decor that blends traditional Swedish craftsmanship with simple, elegant design. Explore these unique, artisan-made pieces today.