Brand Tone

Warm & Welcoming, Passionate & Enthusiastic, Authentic & Genuine, Carefree & Positive, Story-driven & Personal

Brand Values

• •Authenticity: Offering genuine, handcrafted items sourced directly from Moroccan artisans.
• •Quality & Beauty: Selecting items based on beauty, quality, and affordability, with a belief in surrounding oneself with things that "make our hearts smile."
• •Cultural Appreciation & Preservation: Helping to sustain the incredible art forms of Morocco by supporting its artisans.
• •Customer Connection & Care: Providing excellent, personalized customer service and fostering a sense of community.
• •Giving Back: Committing a portion of sales to support charitable organizations, initially Friends of Fez Orphans and later also Trails Youth Initiatives.
• •Creating Comfort & Joy: Believing that homes should be comfortable safe havens filled with functional and beautiful items that bring joy and warmth.
• •Passion & Purpose: Driven by a genuine love for Moroccan culture and a desire to share its beauty, transitioning from a corporate career to pursue a more meaningful path.

Best Practices

• •Embrace Storytelling: Consistently share the origins of products, the stories of the artisans, and the founder's passion for Morocco. This reinforces authenticity and emotional connection.
• •Use Warm and Inclusive Language: Employ welcoming phrases (like "Marhaba!"), address customers in a friendly, approachable manner, and convey a sense of community.
• •Highlight "Mashi Mushkil": Weave the "not a problem," carefree, and positive philosophy into communications, whether it's in product descriptions, social media captions, or customer service interactions.
• •Maintain Visual Consistency: Ensure that all imagery and visual branding (online and offline) reflect the vibrant, authentic, and handcrafted nature of Moroccan artistry, aligning with the warm and inviting tone.
• •Showcase Passion and Expertise: Let the genuine love and knowledge of Moroccan crafts shine through. Educate customers about the items, their cultural significance, and how to incorporate them into their homes, reinforcing the brand's authority and passion.

Social Perception

Highly Positive, Source of Unique, High-Quality Goods, Owner-Driven Charm, Community-Oriented & Ethical, Aspirational & Transportive

Copy Examples

• •Headline: Bring Home the Magic of Morocco. Discover Handcrafted Treasures at Mashimoosh. Body: Step into a world of vibrant colors, intricate patterns, and timeless traditions. At Mashimoosh, every piece tells a story, personally sourced from the heart of Morocco to bring warmth and wonder to your home. Find that perfect lantern to cast a dreamy glow or a Berber rug to anchor your space in authentic style. It’s more than decor; it’s a piece of art, a slice of culture, a Mashi Moosh moment.
• •Headline: Curated with Passion, Crafted by Hand. That’s the Mashimoosh Promise. Body: From the bustling souks of Fez to our little shop in Toronto, we bring you authentic Moroccan homewares, each chosen with love by our founder, Jacqueline. Feel the quality of handwoven textiles, admire the artistry of traditional pottery, and let the spirit of "mashi mushkil" – no problem, just beauty – fill your home.
• •Headline: More Than Just a Gift. It's a Story Waiting to Unfold. Body: Looking for a truly unique gift? Mashimoosh offers artisanal treasures that carry the soul of Morocco. From exquisite babouches to captivating home accents, give something handcrafted, something with history, something that makes their heart smile. And with every purchase, you’re helping us support traditional artisans and give back to communities in need.
• •Headline: Your Home, Your Haven. Infused with Moroccan Soul. Body: At Mashimoosh, we believe your home should be a sanctuary filled with things you love. Our collection of authentic Moroccan decor – from plush pouffes to stunning mirrors – is selected to bring comfort, beauty, and a touch of the exotic to your everyday life. Let us help you create a space that truly reflects you.
• •Headline: Feel the Mashi Moosh Vibe: Authentic, Joyful, Effortlessly Chic. Body: Why "Mashi Moosh"? It means 'not a problem' – a reminder to embrace a more carefree, joyful way of living. That’s the spirit woven into every unique piece we offer. Explore our collection of handcrafted Moroccan decor and accessories and bring a little of that beautiful, easygoing vibe into your world.