Brand Tone

Authentic & Handmade, Approachable & Simple, Creative & Passionate, Anticipatory & Developing

Brand Values

• •Handcrafted Quality
• •Natural Materials (Implied)
• •Creativity & Craftsmanship
• •Small Business Ethos
• •Customer Delight (from Etsy reviews)

Best Practices

• •Embrace Imperfection & Authenticity: Don't strive for overly corporate or slick language. Use genuine, slightly informal, and passionate words that reflect the handmade nature. Phrases like made with love, a little piece of art, our passion resonate well.
• •Highlight the Handmade Aspect: Consistently weave in terms like handmade, hand-poured, crafted in our studio, unique, and small batch. This reinforces a core value and sets expectations.
• •Use Sensory & Evocative Language (especially for candles): Describe scents, the quality of light, and the feeling the products evoke (e.g., warm glow, cozy ambiance, deliciously scented, soothing).
• •Be Transparent About the Process (where appropriate): Sharing snippets of the making process (like on TikTok) builds trust and connection. This can translate to copy by mentioning materials like natural rapeseed wax or eco-friendly packaging if applicable.
• •Maintain a Friendly and Approachable Dialogue: Address the audience directly (using you and your). Ask questions to encourage engagement (as seen in copy example 1). Keep the language clear, positive, and inviting, as if talking to a friend who appreciates craft.

Social Perception

Emerging & Niche, Positive (based on limited Etsy feedback), Visually Appealing Crafts

Copy Examples

• •Golden hour, captured in wax. ✨ Our hand-poured rapeseed candles are crafted with love, bringing a warm, natural glow to your favorite moments. What scents make you feel cozy? #FlomaHandmade #RapeseedCandle #CozyVibes #HandcraftedGoodness #ComingSoon2025
• •The big reveal! 😍 So satisfying. Each of our candles is a little piece of handmade art. Can't wait to share them all with you when our shop opens in 2025! #HandmadeCandles #CandleMaking #DIYCrafts #EpoxyArt #FlomaCandleMore #SupportSmallDE
• •Meet your new favorite catch-all! ✨ This unique ceramic tray is lovingly handmade right here in our Dortmund studio – perfect for keeping your jewelry, keys, or our Floma candles beautifully displayed. Each piece has its own unique character. Shop opening 2025, but keep an eye out for early treasures! #HandmadeCeramics #TrinketDish #HomeDecorGermany #FlomaDesign #CraftedWithCare
• •From our hands to your home. At Floma Candle & More, we believe in the simple joy of beautiful, handcrafted items. What started as a passion for candle making (with natural rapeseed wax, of course!) has blossomed into a collection of unique candles, ceramic decor, and epoxy art. We’re busy pouring, crafting, and perfecting everything for our 2025 launch. Get ready to add a little Floma magic to your space!
• •Psst... Something beautiful is glowing this way! ✨ The Floma Candle & More online shop is getting ready for its grand opening in 2025. Sign up for our newsletter to be the first to know, get exclusive sneak peeks of our handmade rapeseed candles and unique decor, and maybe even a little early bird surprise! #FlomaComingSoon #HandmadeWithLove #GermanSmallBusiness