Brand Tone

friendly, passionate, community-oriented, approachable, enthusiastic, helpful, and appreciative, stemming from a genuine love for stationery and crafting.

Brand Values

• •Accessibility and Curation (especially for international brands without high customs fees)
• •Passion and Expertise in stationery and crafting
• •Quality and Variety in product selection
• •Community and Heritage (celebrating Welsh culture)
• •Customer Service (friendly, efficient, trustworthy, good communication, careful packaging)

Best Practices

• •Lead with Passion, Not Just Products: Always write from the perspective of a genuine stationery lover. Use enthusiastic and descriptive language. Instead of "We sell pens," try "Find the perfect pen to make your handwriting sing."
• •Emphasize the Curation Story: Remind customers *why* you stock these items. Use phrases like "Sourced directly from Tokyo," "A favorite in our personal collection," or "We brought this in to save you from customs charges." This reinforces the value you provide beyond just selling a product.
• •Maintain a Personal, Small-Business Feel: Continue using "we" and sharing a bit of the behind-the-scenes story. Mentioning your location in Wales or your mission to support other small businesses creates a connection that larger retailers can't replicate.
• •Incorporate Community Language: Use terms familiar to the audience, such as "journaling," "happy mail," "scrapbooking," "planner community," and "destash." This shows you are an authentic part of the community you serve.
• •Be Consistently Helpful: Ensure all copy, from social media captions to shipping policies, is clear, helpful, and friendly. A positive tone in transactional communications (like shipping updates and return info) is just as important as in marketing materials for building brand loyalty.

Social Perception

Overwhelmingly positive, characterized by fast and reliable shipping, excellent and unique product selection, high-quality and personal customer service, and trustworthiness. The brand is seen as a reliable 'first stop for stationery purchases' and has received formal industry awards, solidifying its strong reputation.

Copy Examples

• •✨ Just landed! ✨ Say hello to our new collection of foiled washi tape from Japan. We hand-picked these designs so you can add a little extra sparkle to your journal without the worry of customs fees. Tap the link in our bio to explore the magic! #GretelCreates #WashiTape #JournalingCommunity #UKStationery
• •Guess what's back? 👀 Your favorite Zebra Mildliners are here!
• •Celf a Chrefft Cymraeg 🏴󠁧󠁢󠁷󠁬󠁳󠁿 | Shop our unique collection of Welsh-themed stationery and gifts. Perfect for adding a touch of home to your crafts. #EitemauCymraeg
• •Unleash your inner wizard! ⚡ Our officially licensed Harry Potter sticker books and planner accessories are back in stock. Perfect for magical journaling and scrapbooking. Limited stock available – shop now before they disappear!
• •Can't decide? Let us surprise you! The GretelCreates Mystery Box is a curated collection of our favorite things, from exclusive washi tape and stickers to unique pens we’ve sourced from around the globe. Hand-packed with love from our home in Anglesey, it’s the perfect treat for the stationery addict in your life (or for yourself!).