Brand Tone

Ethical and Principled, Informative and Story-driven, Warm and Personal, Passionate and Sincere, Conscious and Mindful

Brand Values

• •Ethical Labour & Fair Wages
• •Sustainability & Eco-friendliness
• •Cultural Respect & Preservation
• •Artisan Support & Empowerment
• •Transparency
• •Community & Giving Back
• •Conscious Consumption

Best Practices

• •Lead with Values: Always circle back to the core values of ethical sourcing, sustainability, artisan support, and cultural respect. Let these principles be the undercurrent of all messaging.
• •Tell Authentic Stories: Share the narratives of the artisans, the cultural significance of the products, and the sisters' journey. Personal, genuine stories build connection and reinforce the brand's warmth and sincerity.
• •Educate and Inform: Provide context and knowledge about the crafts, materials, and the impact of ethical purchasing. This positions the brand as a thoughtful leader and empowers consumers.
• •Use Inclusive and Respectful Language: When discussing cultures and artisans, ensure the language is respectful, appreciative, and accurately represents their work and heritage. Avoid tokenism or appropriation.
• •Maintain a "Hey Sister!" Approachability: Even in more formal communications, retain a hint of the warmth, passion, and personal connection that stems from the "three sisters" founding story. Be approachable and open in interactions.

Social Perception

An Ethical Choice, Authentic, Culturally Sensitive, Trustworthy (with scrutiny), Advocates for a Cause

Copy Examples

• •Instagram Post (Image: Artisan crafting a ceramic piece): "Meet Aisha, one of the incredible artisans we partner with in Morocco. Each swirl of her hand, each carefully painted detail, tells a story of generations of skill. By choosing this piece, you're not just decorating your home; you're upholding a legacy and ensuring Aisha earns a fair wage for her artistry. #EthicalHomeware #ArtisanMade #SupportArtisans #SpindleBySisters #CulturalHeritage"
• •Facebook Ad (Image: Cozy living room with their throws and cushions): "Tired of fast homeware that harms people and planet? Embrace Slow Living with Spindle by Sisters. Our handcrafted throws and cushions are made with natural, eco-friendly materials by talented artisans paid fairly for their incredible skills. Create a home that reflects your values. Shop consciously, live beautifully. P.S. We plant a tree with every order! 🌳 #SlowLiving #EthicalDecor #SustainableHome #FairTrade #SpindleBySisters"
• •Product Description (for a Palestinian Keffiyeh): "More than just a pattern, the Keffiyeh is a symbol of Palestinian heritage and resilience. Ours are ethically sourced directly from artisans in Al-Khalil, Hebron, preserving traditional techniques and supporting the local community. Crafted with care, wear it with pride and understanding. 100% of proceeds from select keffiyehs support humanitarian aid in Palestine. Learn more about its significance on our blog. #Keffiyeh #Palestine #EthicallySourced #SpindleBySisters #TraditionAndStory"
• •Email Newsletter Snippet: "Hey lovely people, This month, we're celebrating the vibrant colours of India with our new Kantha quilt collection! Each stitch is a testament to the skill and spirit of the women artisans we're so proud to work with. Discover the stories woven into these unique, sustainable pieces and bring a touch of handmade warmth to your home. Plus, find out how your purchase helps us give back. #HandmadeWithLove #EthicalLiving #ArtisanStories #SpindleBySisters"
• •Website 'About Us' Excerpt: "We're three sisters who believe that a beautiful home shouldn't come at the cost of others or our planet. Spindle by Sisters was born from a desire to connect you with the incredible craftsmanship of global artisans, ensuring they're respected, paid fairly, and their traditions thrive. Join us on this journey of conscious living and discover homeware that truly makes a difference. #PeopleAndPlanetFirst #EthicalBrand #MeetTheSisters"