Brand Tone

Friendly and Approachable, Inspiring and Enthusiastic, Supportive and Community-Focused, Knowledgeable and Expert, Modern and Trendy

Brand Values

• •Championing Independent Designers
• •Inspiring Creativity
• •Community Building
• •Inclusivity
• •Sustainability
• •Empowerment
• •Charitable Giving
• •Being a Small, Female-Founded Business

Best Practices

• •Embrace 'Sewing Bestie' Language: Write as if you're chatting with a knowledgeable and enthusiastic friend who loves to sew. Use contractions, ask questions, and share genuine excitement.
• •Champion the 'Why': Beyond just selling patterns, remind your audience of the joy of creating, the satisfaction of a handmade wardrobe, and the supportive community they're part of. Connect with their passion.
• •Keep it Visual and Inspiring: Use descriptive language that helps makers envision their finished garments. Talk about fabric, drape, and how a piece might make them feel. Pair copy with high-quality images and videos.
• •Spotlight the Makers and Designers: Regularly feature independent designers and customer creations. This reinforces community values and shows genuine appreciation for the people behind the patterns and projects.
• •Maintain Enthusiasm and Positivity: Let your passion for sewing shine through. Even when discussing technical aspects, keep the tone upbeat and encouraging, especially for beginners.

Social Perception

Highly Regarded Resource, Supportive of Indie Designers, Positive Community Hub, Good Customer Service, Inspiring and Modern, Trustworthy

Copy Examples

• •Homepage Banner: 'Your next sewing adventure starts here! ✨ Discover thousands of indie patterns, connect with fellow makers, and sew the wardrobe you’ve always dreamed of.'
• •New Pattern Alert (Social Media): 'Stop scrolling! crollin’ You *need* to see this week’s stunning new pattern arrivals. 😍 From dreamy dresses to chic everyday staples, get ready to fall in love with your next project. Link in bio to explore The Edit!'
• •Community Spotlight (Blog/Social Media): 'We’re constantly amazed by YOUR incredible makes! This week, we’re crushing on @[UserHandle]'s stunning [Pattern Name] make. Such beautiful fabric choice! ❤️ Share your latest creation with #TheFoldLineMakes for a chance to be featured!'
• •Email Subject Line (Promotional): 'Just Dropped: Patterns to spark your sew-jo! 🔥 Plus, meet our newest indie designer...'
• •About Us Snippet (Website): 'More than just a pattern shop, we're a passionate community of makers, just like you! Founded by Kate & Rachel, The Fold Line is your home for indie patterns, endless inspiration, and all the support you need to create clothes you truly love.'