Brand Tone

Artisanal Storyteller: warm, sophisticated, and deeply personal, focusing on heritage, craftsmanship, and the unique story behind each product to evoke authenticity and timeless quality, and a cozy, intimate, welcoming feel.

Brand Values

• •Authenticity and Heritage
• •Quality Craftsmanship
• •Curated Expertise
• •Community and Connection
• •Timeless Elegance

Best Practices

• •Lead with the Story: Always begin product descriptions, social media posts, and other content by referencing the origin, the artisan, or the history of the item. Use storytelling to create an emotional connection before listing specifications.
• •Use a "Human" Vocabulary: Employ warm, evocative words like "cherish," "timeless," "artistry," "heritage," and "soul." Talk about "creating a home" rather than just "decorating a house" to maintain the intimate, personal tone of the brand.
• •Highlight the "Hand-Made" Element: Consistently use terms like "hand-woven," "hand-selected," "artisanal," and "one-of-a-kind" to reinforce the brand's core values of craftsmanship and authenticity and to differentiate it from mass-produced competitors.
• •Maintain a Personal & Expert Voice: Write in a first-person plural ("We travel," "We believe") to reflect the family-run, passionate nature of the business. Position the brand as a helpful curator by offering advice and sharing knowledge about the products' origins and care.
• •Ensure Visuals Match the Tone: Use high-quality photography that emphasizes natural light, rich textures, and the intricate details of the weave. Lifestyle shots should feel authentic and warm, showing the rugs in lived-in, elegant spaces to reinforce the brand's aspirational yet welcoming feel.

Social Perception

Overwhelmingly positive, centered on product quality, unique selection, and excellent customer service. Perceived as trustworthy, personable, and a provider of high-end, unique homewares, and a high-quality, curated source for artisanal pieces with a personal touch.

Copy Examples

• •Every thread tells a story. Woven by hand in the heart of Turkey, our vintage kilims are more than just rugs—they are pieces of history, ready to create a new home with you. Discover the one that speaks to your soul. #YuvaRugs #HandwovenHeritage #CreateAHome
• •Artistry for Your Floors. Each Yuva rug is hand-selected for its unique beauty and traditional craftsmanship. Bring the timeless elegance of authentic Turkish design into your home.
• •From the markets of Turkey to your living room. At Yuva, we travel to bring you the finest hand-woven treasures. Whether it's a vibrant kilim, a unique cushion, or a saddle-bag rich with history, find a piece you'll cherish for a lifetime. Shop our new arrivals.
• •A Story in Every Knot: Our Newest Finds from Turkey. Hi [Customer Name], We're back from our annual journey and couldn't wait to share what we found. This year, we discovered a stunning collection of vintage Oushak rugs, each with a color and character all its own. These aren't just decorations; they are the heart of a room, hand-woven with generations of skill. Explore the collection and find the perfect piece to begin your own story.
• •The 'Fatma' Kilim — A Sivrihisar Original. Hand-woven over 70 years ago, this remarkable kilim carries the soul of its weaver in every intricate pattern. Its warm, earthy tones and traditional motifs were crafted with hand-spun wool, making it a durable and timeless work of art. A one-of-a-kind piece, personally selected to bring a rich history and a touch of elegance to your space.