Brand Tone

Friendly and Approachable, Appreciative and Passionate, Authentic and Genuine, Calm and Evocative, Community-Focused

Brand Values

• •Local Connection & Heritage
• •Quality and Craftsmanship
• •Family Business
• •Customer Connection
• •Supporting Local
• •Natural and Ethical (Pillow Sprays/Bath Essentials)
• •Bringing the Coast Home

Best Practices

• •Always Channel St. Ives: Before writing, mentally transport yourself to St. Ives. Think about the sights, sounds, and feelings associated with the town. Let this sensory experience infuse your language.
• •Speak from the Heart (Like a Sister): Write as if you're sharing something you genuinely love with a friend or family member. Maintain the warm, personal, and authentic voice of the founding sisters.
• •Emphasize "Local" and "Handcrafted" Sensibilities: Even if not all products are made locally, the curation and inspiration are. Highlight the connection to Cornwall, independent makers, and the care that goes into selecting or creating products.
• •Use Evocative, Sensory Language: Appeal to the senses by describing the "gorgeous scents," the "feel" of a product, or the "view" it inspires. Use words that create a sense of calm, beauty, and coastal charm.
• •Maintain a Positive and Appreciative Voice: Express gratitude towards customers, the beauty of St. Ives, and the skill of artisans. Keep the tone uplifting and focused on the joy the products and the place can bring.

Social Perception

Highly Positive, Authentic Representation of St. Ives, Desirable and Aspirational, Trustworthy, Friendly and Welcoming Atmosphere

Copy Examples

• •Instagram Post (New Product - Ceramic Mug): "Morning light, a warm brew, and the gentle reminder of the sea. ✨ Our new handcrafted St. Ives mugs have arrived, each one unique, just like the Cornish coastline that inspires them. Perfect for bringing a little piece of seaside serenity to your everyday. Pop in store or find them online. #StIvesCo #CoastalLiving #HandcraftedMug #CornwallInspired"
• •Facebook Post (Highlighting a Local Maker): "Meet Sarah, the incredible artist behind our beautiful sea-glass jewellery! 👋 Based just a stone's throw from our Fore Street shop, Sarah draws her inspiration from the treasures मौसम St. Ives' shores. We're so proud to support local talent and share their passion with you. Discover her latest collection in-store and online. #SupportLocal #StIvesArtists #CornishCraft #TheStIvesCo"
• •Website Product Description (Scented Candle): "Let the calming aroma of our 'Harbour Haze' candle transport you to the tranquil waters of St. Ives. Hand-poured with love, this soy wax candle blends notes of sea salt, driftwood, and a hint of wild gorse. Light it up, breathe deep, and let the Cornish coast fill your home. The perfect gift for a loved one, or a well-deserved treat for yourself. #CoastalScents #HandPouredCandles #StIvesHome #RelaxAndUnwind"
• •Email Newsletter Snippet (Seasonal Update): "As the golden autumn light bathes St. Ives, we're cosying up our collection with new textures and warm, inviting scents. From chunky knit throws perfect for snuggling, to candles that evoke crisp coastal walks, discover everything you need to bring the hygge of Cornwall into your home this season. Explore what's new at The St. Ives Co. #AutumnInCornwall #CoastalComfort #NewArrivals #TheStIvesCo"
• •Social Media Ad (General Brand Awareness): "Dreaming of St. Ives? 🌊 Bring the heart of Cornwall home with The St. Ives Co. Founded by three sisters with a love for our beautiful coastal town, we curate unique homewares, gifts, and lifestyle treasures that capture the spirit of the sea. Shop online or visit our stores on Fore Street & The Wharf. #TheStIvesCo #StIvesCornwall #CoastalGifts #ShopLocalUK"