Brand Tone

Passionate & Enthusiastic, Educational & Informative, Elegant & Refined, Supportive & Community-Oriented, Approachable & Personal, Respectful of Heritage

Brand Values

• •Authenticity & Historical Accuracy
• •Quality Craftsmanship
• •Preservation of Heritage
• •Education & Skill-Sharing
• •Community Building
• •Integrity & Passion
• •Shared Experience & Enjoyment
• •Supporting the Needlework Industry

Best Practices

• •Always anchor the narrative in the rich historical context of crewel work. Use language that evokes a sense of heritage, tradition, and timelessness.
• •Consistently highlight the superior quality of materials (Appleton wools, Jacobean linen twill) and the meticulous research behind each historically accurate design.
• •Use inclusive and encouraging language. Position the brand as a guide and a shared space for enthusiasts to learn, create, and connect. Speak directly to the stitcher's experience and passion.
• •Channel her passion, expertise, and approachable, educational style, especially in tutorials, blog posts, and direct communications. Her personal connection to the craft is a key brand asset.
• •Beyond the technical aspects, convey the therapeutic and rewarding nature of crewel embroidery. Use words that inspire creativity and celebrate the beauty of the finished pieces.

Social Perception

High-Quality Products, Beautiful & Authentic Designs, Educational Value, Inspiring & Therapeutic, Strong Community Connection, Reputable & Expert-Led, Excellent Customer Service

Copy Examples

• •Headline: Unearth a Piece of History. Stitch by Stitch. Body: Journey back in time with our meticulously researched crewel work kits. Each design, drawn from original embroideries in Britain's grandest houses, invites you to recreate a timeless masterpiece with the finest Appleton wools and historical linen twill. Discover the passion of centuries past, lovingly curated for today's dedicated stitcher.
• •Headline: From Our Hands to Yours: The Joy of Authentic Crewel Work. Body: At The Crewel Work Company, we believe in the enduring beauty of traditional needlework. Join Phillipa Turnbull and our vibrant community as we explore exquisite historical designs. Our kits provide everything you need – from detailed instructions to premium materials – to create your own heirloom. Let's keep this beautiful art form thriving together!
• •Headline: Master the Art of Crewel. Learn from the Experts. Body: Whether you're new to the needle or a seasoned embroiderer, our online courses and immersive retreats offer a unique opportunity to deepen your skills. Guided by Phillipa Turnbull, delve into the rich techniques and fascinating stories behind each stitch. Unlock your creative potential and connect with fellow enthusiasts.
• •Headline: More Than a Kit, It's an Experience. Body: Opening a Crewel Work Company kit is like stepping into another era. Feel the quality of the linen, the richness of the wools, and the thrill of bringing a historic design to life. We're dedicated to making your stitching journey a delight, from the first stitch to the proud display of your finished piece.
• •Headline: Stitch Your Story into the Fabric of History. Body: Every thread in our kits tells a tale of artistry, dedication, and the enduring allure of crewel embroidery. We meticulously recreate historic patterns, allowing you to connect with the artisans of the past and create something truly special. Join our community and share in the joy of preserving this exquisite craft.