Brand Tone

aspirational, passionate, and supportive

Brand Values

• •Quality and Luxury
• •Creativity and Inspiration
• •Expertise and Curation
• •Community

Best Practices

• •Lead with a Sensory Experience: Always use descriptive, evocative language that appeals to the sense of touch and sight. Words like "soft," "cozy," "silky," "vibrant," "rich," and "glowing" reinforce the premium quality of the products.
• •Speak as a Passionate Peer, Not a Salesperson: Write as if you are a fellow crafter sharing an exciting discovery. Use a tone of genuine enthusiasm and expertise. Ask questions ("What will you create?") to engage the community and invite conversation.
• •Emphasize "Investment" Over "Cost": The yarn is premium and priced accordingly. Frame the purchase not as an expense, but as an investment in a high-quality project, a future heirloom, or a therapeutic creative experience. Use phrases like "honor your skill" or "create a masterpiece."
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure that the high-quality, vibrant, and warm aesthetic of the photography is matched by the copy. The words should feel as luxurious and inspiring as the images look.
• •Balance Inspiration with Practicality: While the tone is aspirational, always ground it in practical information. Clearly state the fiber content, weight, yardage, and recommended needle size. Pairing beautiful descriptions with helpful data shows respect for the crafter's process and builds trust.

Social Perception

The public perceives Wolwereld as a specialist supplier of premium, desirable yarns. Customers see it as a go-to source for Malabrigo, a brand not always easily found in local shops. The brand is associated with high quality, beautiful colors, and the pleasure of working with luxurious materials. While primarily an e-commerce brand, it has built a reputation similar to that of a high-end local yarn store, valued for its specific, curated inventory. The Etsy reviews confirm that customers are highly satisfied with the product quality, which often outweighs any potential issues with international shipping times.

Copy Examples

• •Feel the color. Our latest shipment of Malabrigo Rasta has arrived, and this new shade, 'Deep Ocean', is what dreams are made of. A super-soft, single-ply Merino wool that knits up in a heartbeat for that instant gratification project. What will you create? #Wolwereld #MalabrigoRasta #LuxuryYarn #KnitInspiration #HandDyedYarn
• •Your Next Heirloom Starts Here. You don’t just knit. You create art, warmth, and memories. You deserve fibers that honor your skill. Wolwereld specializes in the world’s most coveted hand-dyed yarns from Malabrigo. Experience the softness and unparalleled color. Call to Action: Shop The Collection
• •The Art of Softness. Discover our curated collection of Malabrigo yarns and find the perfect fiber for your masterpiece.
• •Just Landed: New Colors from Malabrigo + A Free Shawl Pattern Inside!
• •A single ply of pure Merino superwash wool, Mechita is a light-fingering weight yarn that is unbelievably soft and rich with color. Its delicate twist makes it perfect for shawls, scarves, and ethereal garments. Each hand-dyed skein is a unique work of art—a joy to knit and a treasure to wear. Let your stitches shine.