Brand Tone

Authentic, Supportive, and Knowledgeable

Brand Values

• •Quality and Reliability
• •Passion for the Craft
• •Community and Empowerment
• •Transparency

Best Practices

• •Always Lead with "Tested in Our Studio": Make the connection to Atelier Fleck a core part of the messaging. This is your strongest unique selling proposition and immediately builds trust and conveys expertise.
• •Speak from a "We" Perspective: Use "we" to refer to the founders and the studio team (e.g., "We chose this yarn because..."). This reinforces the personal, hands-on nature of the brand, making it feel like advice from a fellow crafter, not a corporation.
• •Educate, Don't Just Sell: Frame content around helping and inspiring. Create guides, blog posts, and video tutorials that answer common questions (e.g., "Which fabric is right for you?"). This establishes authority and builds a loyal following.
• •Emphasize "No Dropshipping": In a market where this is common, explicitly stating that you handle and ship your own products from Austria is a powerful message of quality control, speed, and reliability.
• •Showcase the "Why" Behind the Product: Don't just list features; explain the benefits from a crafter's point of view. For example, instead of "durable wool," write "wool that's strong enough for high-traffic rugs but soft enough to feel luxurious." Connect every product to a real-world creative outcome.

Social Perception

The brand is perceived as trustworthy, personal, and highly competent. Customers view products as reliable and high-quality due to the founders' hands-on expertise and endorsement from their workshops. The explicit rejection of dropshipping reinforces its image as a dependable, European-based supplier.

Copy Examples

• •From our Vienna studio to yours. ✨ This isn't just any yarn; it's the 100% New Zealand wool we use in our own Atelier Fleck projects. We chose it for its strength, vibrant color, and incredible softness—perfect for creating rugs that last. Feel the difference quality makes. #TuftSupplies #Tufting #Craftsmanship #YarnLove
• •Your Creative Journey Starts Here. Stop wondering and start creating. Our all-in-one tufting and punch needle kits include everything we use in our own workshops. Tested, trusted, and ready for your first project.
• •A Tool We Couldn't Live Without | The New AK-5 is Here! We've been testing this in the studio for months, and it's finally ready for you...
• •Tried, tested, and tufted with daily. Before we offer any tool, it has to meet the standards of our own studio, Atelier Fleck. This tufting gun has passed the test with its reliability and ease of use, making it our go-to for workshops and personal projects. We don't just sell it; we trust it. Get the same professional results we demand for our own art.
• •Tired of Long Shipping and Mystery Quality? We get it. That's why Tuft Supplies ships everything fast from our studio in Vienna, Austria. Every tool, yarn, and fabric is tested by us, for you. Join our community of makers and craft with confidence. Free EU shipping on orders over €100!