Brand Tone

Friendly and Approachable, Curated and Quality-Focused, Community-Oriented and Local, Playful and Modern (with a nod to heritage)

Brand Values

• •Quality and Craftsmanship
• •Support for Local and New Zealand Made
• •Family and Community
• •Curated Selection
• •Customer Service
• •Heritage Appreciation

Best Practices

• •Embrace Warmth and Personality: Use welcoming language. Don't be afraid to inject a bit of the founders' personality (e.g., "as mums ourselves..."). Phrases like "Big Love" or "Pop in and say hi" maintain a friendly, small-town charm even online.
• •Highlight Quality and Curation: Consistently use descriptive adjectives that convey the quality, craftsmanship, and uniqueness of the products (e.g., "beautifully crafted," "supremely soft," "hip," "unique textures"). Explain *why* items are special (e.g., "natural fibres," "organic cotton," "locally made").
• •Tell the Story (Subtly and Overtly): Weave in elements of the brand's heritage, its local roots in Ōamaru, and the founders' mission. This adds depth and authenticity. Mentioning support for NZ-made products connects to a core value.
• •Keep it Clear and Helpful: While being friendly and descriptive, ensure product information, shipping details, and calls to action are clear and easy to understand. Offer assistance readily ("Feel free to send us a message").
• •Visual and Verbal Harmony: Ensure the tone of the copy matches the visual aesthetic of the website and social media – which appears to be bright, clean, and showcases products attractively. The "historic pane glass windows let in heaps of sunlight which makes these unique textures, patterns and designs sing" – let the copy reflect this light and appealing nature.

Social Perception

Highly Positive, A Destination Store, Trusted for Quality Gifts and Children's Wear

Copy Examples

• •Homepage Banner: "Discover the charm of William Bee. Beautifully curated gifts, homewares, and children's treasures, handpicked with love in Ōamaru. Supporting local, delighting families."
• •New Product (Instagram Post): "Hello, sunshine! ☀️ Our latest drop of [Product Category, e.g., organic cotton baby rompers] has just landed, and they're as delightful as a warm cuppa. Perfect for your little one or as a thoughtful gift. Pop in store or tap to shop – we’d love to see you! #WilliamBeeNZ #ShopLocalOamaru #HipBabyClothes"
• •About Us Snippet: "More than just a store, William Bee is a little piece of Ōamaru's heart. Founded by two local mums, we believe in quality, supporting New Zealand makers, and finding joy in the everyday. Come say hi!"
• •Email Subject Line (for a sale/promo): "A Little Treat from William Bee! ✨ Quality finds you'll adore."
• •Product Description (for a NZ-made item): "Crafted with care right here in New Zealand, this [Product Name] isn't just beautiful, it's a piece of local artistry. Made from [Materials], it’s designed to be treasured. By choosing this, you're supporting our talented local makers – and we think that’s pretty special."