Brand Tone

Personal, Playful, and Passionate

Brand Values

• •Individuality and Self-Expression
• •Inclusivity
• •Craftsmanship and Quality
• •Joy and Celebration
• •Sustainability through Slow Fashion

Best Practices

• •Always Write in the First Person: Use "I," "me," and "my" to maintain the personal, one-woman brand identity. This is your strongest asset. Phrases like "Made by moi" reinforce this unique connection.
• •Use Playful, Casual Language: Continue using terms like "babe," "hun," "AF," and puns like "sew much fun." This keeps the tone approachable, fun, and distinct from larger, more corporate brands.
• •Emphasize the 'Handmade' and 'Made-to-Order' Process: Regularly remind your audience of the value behind the price and wait time. Highlight that each piece is made with "love and care" specifically for them, which also speaks to your no-waste value.
• •Lead with Adjectives of Joy and Whimsy: Start descriptions with words like "dreamy," "fabulous," "gorgeous," "sparkly," and "voluminous." This immediately sets the expectation of a fun and high-impact product.
• •Explicitly Champion Inclusivity: In product descriptions and social posts, regularly reiterate that pieces are for "all bodies and all genders" and that custom sizing is the standard. This builds trust and broadens your audience appeal.

Social Perception

The public perception of That's Sew Maisie appears to be that of a unique and desirable independent designer label for colourful, avant-garde fashion.

Copy Examples

• •Just finished the last ruffle on this rainbow dream! ✨ Every single piece is handmade by me in my little studio, just waiting to bring a splash of colour to your wardrobe. This is more than a jacket, it's a mood. Who's ready to be fabulous? #HandmadeFashion #TulleLove #ThatsSewMaisie #DopamineDressing
• •Another TSM original flying off to its new home! 💌 Watching one of my creations get packed up never gets old. Can t wait to see how you style this, babe! Thank you for supporting my one-woman show. #SmallBusinessUK #PackingOrders #SewingTikTok #MadeWithLove
• •Why blend in when you were born to stand out? Our handmade Tulle Boa is the ultimate statement accessory. Crafted with layers upon layers of voluminous, dreamy tulle, it's designed for drama, fun, and pure, unapologetic glamour. Perfect for elevating any outfit or simply making a Tuesday feel like a red carpet event. Each boa is made to order, by me, just for you.
• •A little bit of handmade sparkle for your inbox ✨
• •Tired of the same old styles? So was I. That's why I create vibrant, handmade tulle fashion for every body and gender. At That's Sew Maisie, each piece is made with love in my UK studio. Be bold. Be you. Shop the collection.