Brand Tone

Warm, inspiring, and personally curated, balancing aspiration with accessibility. The language is friendly and informal, making customers feel like they are getting advice from a trusted friend with excellent taste. The overall feeling is one of coziness, creativity, and thoughtful living.

Brand Values

• •Curated Quality
• •Personal Passion
• •Aesthetic and Charm
• •Joyful Gifting
• •Sustainability and Upcycling

Best Practices

• •Lead with "Why": Don't just sell a product; sell the feeling it creates. Instead of "Blue Cushion," write "The perfect touch of calm for your favorite armchair." Frame products around the experience they offer.
• •Maintain a Personal, Warm Voice: Always write as if you're speaking to a friend. Use "you" and "we" to create a connection. Share the story behind a product or why you (Angelika) personally chose it for the shop.
• •Use Storytelling for Vintage Pieces: Every vintage item has a past. Invent a short, charming story or highlight its unique history and the restoration process. This adds immense value and emotional appeal that new items can't replicate.
• •Emphasize Curation and Uniqueness: Regularly use words like "hand-picked," "curated," "one-of-a-kind," and "special selection." This reinforces the brand's core value and justifies its positioning against larger, mass-market competitors.
• •Keep it Aspirational but Attainable: The language and visuals should inspire customers to create a beautiful life, but the tone should remain grounded and accessible. Avoid overly technical jargon or exclusive language. The goal is to make everyone feel like they can bring a piece of the "wohnkram" charm into their own home.

Social Perception

Wohnkram is perceived as a high-quality, charming concept store with a unique and appealing selection. Customers trust the founder's taste and appreciate the personal feel, viewing it as a reliable source for beautiful home goods, children's items, and unique gifts. It avoids being seen as a generic store, instead offering a special, curated collection.

Copy Examples

• •Hello, new favorite mug! ☀️ Some things just feel right. Like the perfect weight of a new mug and the warmth of your morning coffee. We've just added these hand-finished ceramic beauties to the shop, and we’re already in love. They're crafted by [Brand Name] and feel like a little piece of art for your kitchen. Come find the color that tells your story. Link in bio to see the full collection! #wohnkram #coffeemoments #newin #homedecor #giftidea
• •Your Home Should Tell Your Story. Tired of the same old décor? At wohnkram, we believe your home should be as unique as you are. From hand-picked vintage treasures to modern Scandinavian designs, discover pieces that bring joy and personality to every room. Shop our curated collection of décor, gifts, and more. Call to Action: Discover wohnkram
• •One-of-a-Kind Vintage Sideboard – The "Helena" This isn't just furniture; it's a piece of history, lovingly restored. The "Helena" sideboard brings the timeless charm of the 1960s into your home, updated with a gentle touch of modern color. With its original hardware and solid wood construction, it offers both style and storage. Perfect as a statement piece in your living room or a unique base for your record player. There's only one – make it yours.
• •Little joys for your home ✨ Our Spring Sale is on!
• •Headline: Find Something a Little More Special. Sub-headline: Curated home accessories, unique gifts, and vintage treasures. Free shipping on orders over €100.