Brand Tone

Celebratory & Joyful, Story-driven & Educational, Passionate & Authentic, Modern & Chic, Inclusive & Welcoming, Affordable & Accessible

Brand Values

• •Heritage & Culture
• •Representation & Storytelling
• •Joy & Celebration
• •Family & Community
• •Quality & Curation
• •Empowerment

Best Practices

• •Embrace Storytelling: Always look for the narrative. Whether it's the maker's inspiration, the cultural significance of a design, or how a product can enhance a customer's life, weave stories into your copy. Focus on the 'why' behind each product.
• •Use Celebratory and Positive Language: Frame descriptions and messages with words that evoke joy, pride, beauty, and celebration. Highlight the vibrancy and richness of the cultures represented.
• •Maintain an 'Afro-aristo' Elegance: While being accessible, ensure the language reflects sophistication, quality, and a curated, modern aesthetic. Avoid overly casual or slang terms that might dilute this.
• •Speak from the Heart (Authenticity): Channel the founders' passion and personal connection. Write as if you're sharing something you genuinely love and believe in. This builds trust and resonates with the audience.
• •Educate and Inform (Subtly): While the primary goal might be to sell, subtly educate your audience about the cultural significance, history, or artistry behind the products. This adds value beyond the item itself and reinforces the brand's mission.

Social Perception

Positive & Unique, Culturally Significant, Trusted & High Quality, Inspirational

Copy Examples

• •Headline: Where Heritage Hits Home: Discover the Soul of Your Space. Body: At The Cornrow, every piece tells a story. We curate vibrant homewares and lifestyle treasures that celebrate the richness of African and Caribbean heritage, bringing a modern Black aesthetic to homes everywhere. Explore collections designed to inspire joy and connection. It’s more than decor; it’s a conversation.
• •Social Media Post (Image: A beautifully styled room with The Cornrow products): Caption: Infuse your everyday with the spirit of 'Afro-aristo.' ✨ Our latest collection is a love letter to the vibrant cultures that shape us. From handcrafted ceramics to statement textiles, discover pieces that speak to your heritage and fill your home with joy. #TheCornrow #BlackJoy #ModernAfricanAesthetic #HomewareWithAStory
• •Product Description (for an art print): Title: Echoes of the Diaspora: Limited Edition Art Print. Description: Let your walls sing with stories untold. This captivating print by [Artist Name] is a vibrant celebration of [specific cultural reference/theme], meticulously crafted to bring history, heritage, and a touch of modern elegance into your home. A piece to be treasured, sparking conversations and celebrating Black artistry for generations to come.
• •Email Newsletter Snippet: Subject: This Week: Stories Woven in Thread & Clay 🏺✨ Body: Hello [Customer Name], This isn't just a newsletter; it's an invitation to explore the narratives that shape our world. This week, we're highlighting incredible artisans from [Region/Country] whose work beautifully blends traditional techniques with a contemporary vision. Discover how their creations are keeping heritage alive, one stunning piece at a time...
• •About Us Excerpt Refresh: Founded by sisters Kemi and Lara, The Cornrow is more than a shop—it's a vibrant celebration of our African and Caribbean roots, a curated space where every item whispers tales of heritage and joy. We believe in filling homes with meaning, showcasing the brilliance of Black artists and designers for everyone to discover and cherish. Welcome to our family.