Brand Tone

Enthusiastic & Passionate, Friendly & Approachable, Helpful & Educational, Authentic & Personal, Inspiring & Encouraging

Brand Values

• •Quality
• •Creativity & Craftsmanship
• •Community
• •Education & Empowerment
• •Passion
• •Generosity

Best Practices

• •Always Write from a Place of Passion: Infuse genuine enthusiasm for fiber arts into every piece of content. If you’re excited, your audience will be too.
• •Use "We" and "I" (Dawn's Voice) Appropriately: Use "I" when sharing personal anecdotes, tips, or opinions from Dawn. Use "we" when talking about the shop, new products collectively, or the community. Maintain a friendly, first-person or welcoming second-person ("you") perspective.
• •Focus on Empowerment and Education: Frame descriptions, tutorials, and posts around helping the customer learn, create, and feel successful. Avoid overly technical jargon without explanation.
• •Foster Community and Conversation: Ask questions, encourage sharing, and respond to comments in a warm and engaging manner. Make your audience feel seen and heard.
• •Be Authentic and Relatable: Share behind-the-scenes glimpses, talk about the joy (and sometimes the challenges) of crafting, and let the personal touch of a passionate crafter shine through. Avoid overly corporate or sterile language.

Social Perception

Trusted Resource, Inspiring Community Leader, High-Quality Provider, Personal and Relatable, Supportive and Encouraging

Copy Examples

• •✨ Oh, friends, get ready to swoon! ✨ Our latest batch of [Yarn Name] has just landed, and the colors are simply divine. Imagine the cozy sweaters and delightful shawls you could create! I’ve already cast on a [Project Type] and can’t wait to show you. What would you make with this squishy goodness? Share your dreams below! #TwiceShearedSheep #NewYarn #Knitspiration #CrochetLove #FiberDreams
• •Knit a Perfect [Technique/Pattern] With Me! New Tutorial Inside! 🧶
• •Ready for your next joyful project? Our [Kit Name] has everything you need to create this beautiful [Item Description], including our lovingly selected [Yarn Type] yarn and Dawn’s easy-to-follow pattern. We’ve poured our hearts into making this a delightful experience from cast-on to bind-off. Let’s make something wonderful together!
• •Happy Monday, lovely makers! 👋 What WIP (Work In Progress) is on your needles or hook today? I’m working on [Your Current Project] and could use a little motivation! Share a photo of your current project below – let’s inspire each other and get those creative juices flowing! Can't wait to see what you're all up to! #TSSCommunity #MondayMakes #CraftTogether
• •My Go-To Trick for Avoiding Tangles: A Little Tip from My Knitting Basket to Yours!