Brand Tone

Enthusiastic & Passionate, Knowledgeable & Informative, Friendly & Welcoming, Authentic & Down-to-Earth, Slightly Playful & Cozy

Brand Values

• •Quality & Authenticity
• •Community
• •Passion for Craft
• •Customer Focus & Service
• •Support for Small Producers
• •Inclusivity & Anti-Racism
• •Sustainability & Tradition

Best Practices

• •Embrace "Woolly" Language: Use descriptive, evocative words that convey texture, origin, and the joy of the craft (e.g., "pebbly," "rustic," "heirloom," "woolly wanderlust," "squishy," "cozy").
• •Share the Story: Consistently highlight the origin of the yarns, the stories of the producers, and the unique qualities of different breeds. This reinforces authenticity and passion.
• •Foster Community in Your Words: Address your audience directly and inclusively (e.g., "Thistlers," "fellow knitters," "we"). Encourage interaction by asking questions and inviting them to share.
• •Be Genuinely Enthusiastic: Let your passion for the products and the craft shine through. Use exclamation points where appropriate and convey a sense of excitement and discovery.
• •Stay Authentic and Relatable: Don't be afraid to share the human side of the business, including the learning process and even "mistakes" or "fudges" in knitting, as it builds trust and connection. Maintain a friendly, approachable, and informative voice.

Social Perception

Trusted Source for Unique Yarns, Knowledgeable and Passionate Experts, Strong Community Hub, Excellent Customer Service, Inspiring and Engaging Content, High-Quality Products

Copy Examples

• •Instagram Post (Showcasing new yarn): "Just landed! ✨ Prepare for some serious 'woolly wanderlust' with this stunning batch of [Yarn Name] from the rolling hills of [Origin]. Each skein tells a story of heritage and craft, just waiting to be knit into your next heirloom. Can't you almost smell the countryside? Let us know what you'd make! #TheWoollyThistle #BritishWool #YarnLove #KnittersOfInstagram #WoollyWanderlust"
• •Email Newsletter Subject Line: "Psst... Your Next Woolly Adventure Awaits! (Plus, a Peek at Corinne's Current Cast-On!)"
• •Product Description Snippet (for a rustic wool): "Embrace the authentic character of [Yarn Name]! This isn't your average merino – it's a true 'woolly wool,' full of life and texture that softens beautifully with every wash. Perfect for those who appreciate the journey of the fibre from sheep to skein. Get ready to feel the earth in your hands."
• •Facebook Group Post (Announcing a Knit-Along): "Hey Thistlers! Ready to cast on some joy together? Our [KAL Name] is just around the corner! Grab your needles, pick your favourite TWT yarn (we know, it's a tough choice!), and let's create something beautiful. Share your progress, ask questions, and let's cheer each other on! Who's in? 🙋‍♀️ #TWTKnitAlong #KnittingCommunity #WoollyGoodTimes"
• •Website 'About Us' Snippet: "More than just a yarn shop, The Woolly Thistle is a haven for fellow wool enthusiasts. Born from a love for authentic British and European yarns and a desire to share their stories, we're here to connect you with fibres that inspire. We believe every skein has a soul, and every knitter is part of our flock. Welcome!"