Brand Tone

Heartfelt & Sincere, Appreciative & Supportive, Inspiring & Mindful, Community-Oriented, Slightly Elegant & Curated

Brand Values

• •Handmade Craftsmanship
• •Supporting Small Businesses & Artisans
• •Meaningful Gifting
• •Community & Connection
• •Joy & Celebration
• •Sustainability & Fair Trade (Implied/Stated by some associated businesses)

Best Practices

• •Lead with Emotion: Always connect the products back to the feelings they evoke – joy, love, appreciation, connection. Use storytelling to highlight the "why" behind a gift.
• •Champion the Creator: Whenever possible, share the story of the artisan or small business behind the product. This reinforces the values of supporting handmade and small-scale production.
• •Use Warm and Sincere Language: Avoid overly corporate or transactional jargon. Opt for words that feel genuine, personal, and appreciative (e.g., "heartfelt," "cherished," "handpicked," "crafted with care").
• •Focus on "Thoughtful" and "Mindful" Gifting: Encourage customers to think about the meaning behind their purchases, moving beyond just the item itself to the sentiment it conveys.
• •Maintain Visual Consistency: Ensure that the photography and visual branding on the website and social media reflect the curated, heartfelt, and slightly elegant aesthetic of the brand. This visual tone should complement the written copy.

Social Perception

Customers seem to perceive the brand as a source of unique, high-quality, and thoughtful gifts. There's an appreciation for the brand's mission of supporting artisans and offering handcrafted items. The focus on curated gift boxes for specific cultural celebrations like Rakshabandhan appears to resonate well with the target audience. The brand is seen as a platform that not only sells products but also tells the stories behind them and the creators. On social media, particularly TikTok, there are examples of positive customer experiences and influencer collaborations.

Copy Examples

• •Headline: More Than a Gift, It's a Connection. Body: Discover handcrafted treasures that tell a story. Each piece from The White Mulberry supports talented artisans and brings a little more joy into the world. Gift meaningfully.
• •Social Media Post: Celebrate the hands that create. ✨ Our latest collection features stunning, one-of-a-kind pieces from independent makers. Who will you share a heartfelt gift with today? #HandmadeWithLove #SupportSmallArtisans #ThoughtfulGifting #TheWhiteMulberry
• •Product Description Intro: Wrap your love in something truly special. This [Product Name] isn't just beautiful; it's a testament to [artisan's skill/origin story], crafted with passion and designed to be cherished for years to come.
• •Email Subject Line: Give the Gift of Joy (and Support a Dream). Email Body Snippet: At The White Mulberry, we believe every gift has the power to create a lasting memory and uplift a talented creator. Explore our curated gift boxes, filled with heart and handmade wonders.
• •About Us Snippet: We're more than just a gift shop; we're a community built on the appreciation of craftsmanship and the joy of thoughtful giving. Every purchase helps celebrate the incredible talents of artisans and small businesses, making the world a little more connected, one beautiful gift at a time.