Brand Tone

Approachable and Friendly, Relatable and Down-to-Earth, Passionate and Genuine, Empowering (for women/moms)

Brand Values

• •Family/Motherhood
• •Small Business & Entrepreneurship
• •Handcrafted Quality & Uniqueness
• •Creating Joy and Memories
• •Community

Best Practices

• •Speak Like a Friend: Use warm, approachable language. Imagine you're chatting with another mom or a friend. Avoid overly formal or corporate jargon.
• •Embrace Relatability: Share snippets of your own journey as a small business owner and mom (as Richelle does). This builds connection and trust.
• •Highlight Your "Why": Consistently reiterate the passion behind the brand – creating items for memories, celebrating motherhood, the joy of handcrafted items.
• •Use "You" and "We": Address the customer directly ("you") and use "we" to foster a sense of community and shared experience.
• •Be Authentic & Consistent Across Platforms: Whether it's a product description, an Instagram caption, or a TikTok video, ensure the core voice and values shine through consistently.

Social Perception

The Chelle Shoppe is likely perceived as a small, personable business run by a relatable individual. Customers probably appreciate the focus on mom-themed and women-centric apparel that is comfortable and stylish for everyday wear. The "Made in the USA" and "handcrafted" aspects likely appeal to those seeking unique items and supporting small enterprises. The active and engaging presence on TikTok and Instagram, using humor and relatable content, likely fosters a positive and approachable image.

Copy Examples

• •Instagram Post (New Mom-themed Tee): "Spills, snuggles, and endless love. Our new 'Mama Bear Fuel' tee is here to get you through it all with a smile (and a whole lot of coffee!). Made by a mom, for moms. ✨ Shop link in bio! #TheChelleShoppe #MomLife #NewCollection #GraphicTee #SmallBusinessLove"
• •Website Product Description (Oversized Sweatshirt): "Meet your new favorite cozy companion! Perfect for chasing little ones, virtual meetings, or just chilling on the couch. Richelle designed this with ultimate comfort and everyday style in mind, because you deserve to feel good while you conquer your day. Made with love in Montana. #CuteAndComfy #MompreneurMade #TheChelleShoppe"
• •Email Newsletter Subject: "Hey Beautiful! 👋 A little something special just for you from The Chelle Shoppe!" Body Snippet: "Life's busy, we get it! That's why we create apparel that's as resilient and amazing as you are. Check out our latest arrivals – designed to bring a little extra joy and comfort to your everyday adventures. Plus, a special 10% off for our amazing community this week!"
• •TikTok Video Caption (showing a relatable #WorkFromHome moment): "Just a typical Tuesday at The Chelle Shoppe HQ (aka my living room!). 😅 So grateful for every order that lets this mama live her dream. P.S. This comfy tee I'm wearing? It's one of ours! 😉 #SmallBizOwner #MompreneurLife #TheChelleShoppe #FunnyTikTok #ShopSmall"
• •Pinterest Pin Description (Holiday themed family shirts): "Making holiday memories brighter, one cute tee at a time! ✨ Get the whole family photo-ready with our festive collection. Designed by Richelle, a fellow mama who knows the joy of a perfectly coordinated (and comfy!) family moment. #FamilyShirts #HolidayStyle #TheChelleShoppe #MamasAndMinis #MadeInUSA"