Brand Tone

friendly, whimsical, personal, and community-oriented, curated, unique, and slightly quirky, transparent and adaptable

Brand Values

• •Joy and Happiness
• •Uniqueness and Craftsmanship
• •Support for Artisans and Ethical Sourcing
• •Community Connection
• •Curated Selection
• •Personal Touch and Customer Service
• •Adaptability and Resilience

Best Practices

• •Embrace Whimsy and Joy: Use positive, uplifting language. Incorporate playful descriptions and a sense of fun, reflecting the "joyful" core of the brand.
• •Highlight the "Handmade" and "Artisan" Story: Emphasize the unique, handcrafted nature of products. Mention the makers or the story behind items when possible to reinforce the value of craftsmanship.
• •Maintain a Personal and Approachable Voice: Write as if speaking to a friend. Use a warm, inviting tone. Share occasional personal anecdotes or behind-the-scenes glimpses (as Elaine does on the blog) to build connection.
• •Be Community-Focused: Reference Philadelphia, local events, or community involvement where appropriate. This reinforces the brand's roots and connection to its neighborhood.
• •Stay Curious and Curated: Convey the idea of a "treasure hunt" and discovery. Use language that suggests items are specially selected and unique, appealing to customers looking for something different.

Social Perception

Tselaine is perceived very positively by its customers and the local Philadelphia community. It is seen as a charming, reliable boutique for finding unique, high-quality gifts and artisan goods, particularly jewelry and quirky items. Customers appreciate the friendly and helpful staff, the personal shopping experience, and the store's curated, treasure hunt atmosphere. It's considered a local gem and a staple in the Rittenhouse Square area, known for its unique finds that are different from mass-market retailers. The brand is also seen as community-minded through its support of local initiatives.

Copy Examples

• •Sparkle with a story! ✨ Each pair of our artisan-made earrings is crafted with love and a touch of whimsy. Find your next favorite conversation starter in-store or online. #shoptselaine #ArtisanJewelry #UniqueGifts #PhillyStyle
• •Searching for that perfect, 'just because' gift? Or maybe a little something to brighten your own day? 😊 Tselaine is your treasure trove of joyful finds, from handcrafted wonders to delightfully quirky gifts. Come explore our little world of happiness! #TselainePhilly #GiftsForEveryone #SupportSmallBusiness #InspiredLiving
• •Hi [Customer Name], At Tselaine, we believe in the magic of the little things. This week, discover new arrivals that are sure to bring a smile – from charming Maileg mice ready for adventure, to stunning handcrafted necklaces that tell a tale. Plus, a special note from Elaine on finding joy in everyday creativity! Click here to unwrap the happiness. [Link to New Arrivals]
• •Sip your morning coffee or evening tea from a mug that's as unique as you are. Hand-thrown by [Artisan Name/Collective], this piece isn't just a mug, it's a little piece of art, a moment of calm, and a reminder to find joy in the everyday. Perfect for gifting, or for making your own daily rituals a bit more special. Ethically sourced and lovingly curated, just for you.
• •Philly, what makes you smile? 😊 We're all about those joyful little discoveries! Pop into Tselaine on Walnut St. or browse online for unique artisan goods that inspire. #PhillyShopping #UniqueFinds #ShopLocalPHL #Tselaine