Brand Tone

Warm, Elegant, Conscious, Inspiring

Brand Values

• •Quality & Craftsmanship: A clear focus on handmade, well-crafted items designed to last.
• •Sustainability & Natural Materials: Prioritizing products made from natural fibres, sourced kindly, and designed to counteract a 'throwaway culture.'
• •The Concept of 'Home': Helping customers create a personal sanctuary that reflects who they are and how they want to feel.
• •Ethical Practices: Supporting artisans and ethical production, as highlighted with their partnership with Armadillo & Co.
• •Customer Focus & Service: Aiming to provide excellent, kind service and help customers make choices they will love long-term.
• •Beauty & Thoughtful Design: Offering items that add a layer of beauty and 'invisible energy' to a home.

Best Practices

• •Emphasize Storytelling: Share the narratives behind the products – the artisans, the materials, the inspiration. This connects with the value of 'home as a story.'
• •Use Sensory and Evocative Language: Describe the textures, the feel of materials, and the ambiance created by the pieces (e.g., 'softness underfoot,' 'invisible energy,' 'kindly made'). This appeals to the desire for comfort and beauty.
• •Highlight Ethical and Sustainable Aspects: Consistently weave in the brand's commitment to natural fibres, kind sourcing, and longevity. This reinforces their core values and appeals to conscious consumers.
• •Maintain a Warm, Personal, and Slightly Elegant Voice: Avoid overly casual slang or overly technical jargon. The tone should feel like a trusted, knowledgeable friend with excellent taste.
• •Focus on the 'Why' Not Just the 'What': Explain *how* a piece can enhance a customer's home and life, how it contributes to their well-being, or reflects their personality, rather than just listing features. Connect to the core idea of 'choose what you love.'

Social Perception

The Ivy House is perceived as a high-end, boutique retailer specializing in premium, artisan-made homewares, especially rugs. Customers and the design community see them as a destination for unique, high-quality, and ethically sourced products. They are respected for their commitment to sustainability and natural materials. The brand is associated with a refined, elegant, yet warm and personal approach to interior styling. There's an understanding that investing in pieces from The Ivy House means acquiring items that are durable, timeless, and tell a story.

Copy Examples

• •Headline: Discover the Art of Home. Body: At The Ivy House, we believe your home should be a sanctuary, filled with pieces that tell your story. Explore our curated collection of handcrafted homewares, ethically sourced and designed to bring lasting beauty and warmth to your space. Choose what you love, and let us help you create a home that truly feels like you.
• •Headline: Sustainable Luxury, Naturally. Body: Embrace the beauty of natural materials and conscious craftsmanship. Our range of rugs, textiles, and décor is chosen for its enduring quality and commitment to a healthier home and planet. Invest in pieces that are kindly made, and designed to be cherished for years to come.
• •Headline: More Than Just a Rug. It's a Foundation. Body: A hand-knotted Armadillo rug from The Ivy House is an investment in artistry, sustainability, and the soul of your room. Feel the difference that natural fibres and generations of craftsmanship make underfoot and in your heart. Find your forever piece with us.
• •Headline: Curated for Your Story. Body: Walk into The Ivy House and feel the immediate embrace of thoughtful design. Each item in our Grey Lynn showroom is selected for its unique character and ability to transform a house into a beloved home. We’re here to help you find those special pieces that resonate deeply.
• •Headline: The Gift of Lasting Beauty. Body: Looking for a truly special gift? The Ivy House offers a selection of unique, handcrafted treasures that speak of quality and care. From luxurious throws to artisanal ceramics, find a present that will be loved and used, beautifully.