Brand Tone

Passionate and Enthusiastic, Friendly and Approachable, Knowledgeable and Helpful, Modern and Creative, Conscious and Responsible

Brand Values

• •Quality
• •Sustainability & Ethical Sourcing
• •Creativity and Inspiration
• •Customer Connection & Community
• •Family & Heritage
• •Accessibility & Value

Best Practices

• •Embrace the Family Voice: Use "we," "us," and "our family" to reinforce the personal, family-run aspect. Share anecdotes or insights from Cayeleen or Kevin occasionally to make the brand more relatable.
• •Lead with Passion and Enthusiasm: Let genuine excitement for fabrics, creativity, and customer projects shine through. Use positive and encouraging language.
• •Highlight Sustainability Authentically: Don't just state it; explain why it's important to the brand and how specific products (organic, deadstock) contribute. Make it an integral part of the narrative.
• •Foster Community through Language: Actively invite interaction (questions, sharing makes, tagging). Use inclusive language that makes customers feel part of "The Fabric Counter family." Celebrate their creativity.
• •Keep it Modern, Clear, and Visually Connected: Pair copy with high-quality images and videos of fabrics and projects. Use clear, concise language that’s easy to understand, especially for product descriptions, while still being evocative and inspiring. Stay updated with how the crafting community communicates online (e.g., relevant hashtags, TikTok trends if appropriate).

Social Perception

High-Quality Provider, Sustainable Choice, Reliable & Knowledgeable Local Business, Modern & Inspiring, Community-Focused

Copy Examples

• •Headline (Website/Social Media): Spark Your Creativity with Fabrics That Tell a Story. Body: Dive into our handpicked collection of vibrant prints, luxurious textures, and sustainably sourced materials. At The Fabric Counter, we’re passionate about bringing your vision to life. What will you create today? #TheFabricCounter #SewInspired (Tone: Enthusiastic, Inspiring, Community-focused)
• •Product Description (Sustainable Fabric): Sew Good, Feel Good. ✨ Our new GOTS-certified organic cotton poplin is not only incredibly soft and a dream to work with, but it’s also kind to the planet. Perfect for breathable garments and conscious crafting. Explore the collection and make something beautiful, sustainably! (Tone: Conscious, Passionate, Informative)
• •Instagram Post (Showcasing Customer Make): We are OBSESSED! 😍 Look at this incredible dress @[CustomerHandle] made using our ex-designer floral linen! The talent in our community is just amazing. Thanks for tagging us! Want a chance to be featured and win a €20 voucher? Don't forget to share your makes with #TheFabricCounter! (Tone: Friendly, Appreciative, Community-Building, Enthusiastic)
• •About Us Snippet (Social Media Bio): Dublin's family-run haven for modern, quality, and sustainable fabrics! From our creative family to yours. Visit us in Stoneybatter or shop online 24/7. Tag your makes #TheFabricCounter! (Tone: Approachable, Passionate, Local, Modern)
• •Email Newsletter Subject: New Arrivals & A Sprinkle of Sewing Joy from The Fabric Counter! Body Teaser: Hello fellow fabric lovers! Cayeleen and Kevin here, with a fresh batch of stunning global finds and some exciting news from our little corner of Dublin. Get ready to be inspired... (Tone: Friendly, Personal, Enthusiastic)