Brand Tone

Friendly and Welcoming, Curated and Stylish, Personal and Authentic, Community-Oriented

Brand Values

• •Quality
• •Curated Selection
• •Customer Experience
• •Family & Community
• •Joy and Beauty

Best Practices

• •Always Be Welcoming: Start and end communications with a friendly, approachable tone. Use inclusive language.
• •Highlight Curation and Quality: Emphasize the thought and care that goes into selecting products. Use descriptive adjectives that convey uniqueness and high standards.
• •Share the "Why": Briefly weave in the family-run aspect or the mission to help women feel fabulous. This reinforces authenticity and connection.
• •Reflect Local Charm: Where appropriate, connect products or messages to the beauty and spirit of Grand Marais and the North Shore. This resonates with both locals and visitors.
• •Maintain Visual Consistency: Ensure that the visual elements (photography, graphics) on social media and the website align with the chic, warm, and curated aesthetic described, reinforcing the brand's overall feel.

Social Perception

The Sweetwater Co. is generally perceived as a charming and delightful boutique offering unique, high-quality items and a pleasant shopping environment in Grand Marais. It is seen as a place to find distinctive gifts and apparel, with an appreciation for local craftsmanship. The friendly and personal approach of the owners/staff contributes positively to its image. The connection to a popular tourist destination (Grand Marais) and its aim to be a "destination worth the drive" likely enhances its appeal to both locals and visitors.

Copy Examples

• •Hello, sunshine! ☀️ Our latest collection has just blossomed in-store and online. Fresh styles, beautiful textures, and those unique finds you won't see anywhere else. Come discover your new favorite piece at The Sweetwater Co. and let us help you feel fabulous! #SweetwaterStyle #GrandMarais #NewCollection
• •More than just a boutique, The Sweetwater Co. is a dream shared by two sisters-in-law, right here in the heart of Grand Marais. We pour our love for quality and unique design into every curated piece, hoping to bring a little extra joy and style to your life and home. Thank you for being part of our family! #FamilyRun #ShopLocalMN #SweetwaterCoStory
• •Elegance meets comfort in our new Lakeside Linen Dress. Crafted from the softest, breathable linen and designed with a flattering silhouette, it's the perfect versatile piece for sunny strolls or cozy evenings. Experience the quality and unique charm of The Sweetwater Co. difference. ✨ #LinenLove #BoutiqueFinds #QualityFashion
• •Planning a trip to beautiful Grand Marais? Make sure to stop by The Sweetwater Co.! We're more than just a shop; we're a warm, inviting space filled with treasures waiting to be discovered. Come say hi – we can't wait to welcome you! #GrandMaraisShopping #BoutiqueExperience #SweetEscape
• •Transform your space into a sanctuary. ✨ Our handpicked home decor selection at The Sweetwater Co. is all about bringing beauty, warmth, and a touch of unique personality to your nest. Because your home should make you feel fabulous, every single day. #SweetwaterHome #HomeDecorInspo #GrandMaraisStyle