Brand Tone

Traditional, Expert, and Enduring.

Brand Values

• •Heritage & Tradition
• •Quality & Specialization
• •Customer Service & Expertise
• •Comprehensive Selection
• •Community & Craft

Best Practices

• •Always frame the company's long history as a strength. Use words like "heritage," "legacy," "tradition," and "since 1906" rather than "old" or "old-fashioned" to convey enduring quality.
• •Don't shy away from technical or specific terms (e.g., "grosgrain ribbon," "rouleaux loops," "mother-of-pearl"). This reinforces the brand's expertise and speaks directly to a knowledgeable audience.
• •Use "we" and "our" to reflect the family-run nature of the business. Write as if you are offering helpful advice from behind the counter, creating a welcoming and authoritative voice.
• •The copy should celebrate the physical nature of the products. Use descriptive and sensory language "lustrous silk," "intricately woven trim," "polished horn buttons" to bring the items to life for an online audience.
• •Frame products within a narrative. A button isn't just a button; it's the "finishing touch" on a handmade coat. A ribbon isn't just a ribbon; it's for an "heirloom project." This connects the products to the customer's passion for creation.

Social Perception

A Hidden Gem, Authoritative and Trustworthy, Classic and Unchanging.

Copy Examples

• •The Perfect Finish, A Century in the Making. Since 1906, The Haberdasher Limited has been London's trusted source for the finest buttons, ribbons, and trimmings. Discover our collection and find the detail that completes your creation.
• •More Than a Shop. A London Tradition. For generations, our family has curated a treasure trove for stitchers, designers, and creators. From West End stages to your personal sewing box, our expertise is woven into every sale. Step into our world of timeless craft.
• •A Button for Every Story. We believe the right button does more than fasten it defines. Our collection, gathered over decades, features everything from classic horn to mother-of-pearl. Find the perfect punctuation for your garment.
• •From Our Archives: A New Arrival of Vintage Ribbons. This week, we've acquired a limited selection of exquisite silk ribbons, reminiscent of the styles that first graced our shelves in the 1920s. Ideal for heirloom projects and authentic restorations. Available in-store while stocks last.
• •Some things never go out of style. Quality, craftsmanship, and a truly exceptional button. #Haberdashery #LondonSewing #TimelessDesign #ButtonCollection #Craftsmanship