Established 1917 · Pepperell, MA
First pass · for review
A first pass at the whole store, in Pepperell’s voice. Each card sets our version beside the live line and flags anything worth a second look. None of it is final yet.
Homepage
The live home page opens straight into product carousels, with no headline or story. We gave it a hero, a heritage band, and a few reasons to come back.
Announcement bar · top of every page
What we wrote
Free shipping on orders over $48 (US 48 states)
Rotates with: Real manufacturing heritage. Pepperell, MA · Since 1917 / 978-433-2133 · info@pepperell.com
Live site
FREE Shipping on orders over $48.00
Veterans Discounts Call 978-433-2133 ex 125
Check: we moved the veterans line into the FAQ. The live site leads with it, so let’s decide together whether it belongs back in the bar.
Hero · first thing on the home page
What we wrote
Crafting essentials since 1917
Pepperell Crafts. Make it yours.
Your go-to crafting companion since 1917. We make the cord, wicks, beads, and kits you turn into “I made this”, straight from our workshop in Pepperell, Massachusetts.
Live site
No hero. The page jumps straight into product rows.
Check: brand-new copy, so there is nothing to compare against. We want to make sure “go-to crafting companion” sounds like Pepperell.
Category section heading
What we wrote
Shop by category
Live site
Shop by brand
Check: we sort the catalog by craft family rather than by brand. The seven families themselves are with Pepperell for approval right now.
Bestsellers section · title and subtitle
What we wrote
Bestsellers
What our customers reach for the most.
Live site, “Product Highlights”
We OFFER the same top quality products! Look for savings and discounts throughout the store.
Check: “What our customers reach for the most” is the new subtitle. We want to know if it reads well or needs a tweak.
Heritage band · mid-page
What we wrote
Real manufacturing heritage. Crafting since 1917.
We started weaving in Pepperell, Massachusetts in 1917, originally as a shoe-lace factory. Today the same workshop turns out the cord, wicking, beads, and DIY kits people turn into “I made this”. Brands we make include Bonnie Braid®, Rexlace®, Pyrolace®, and Stretch Magic®.
Live site, About page
Pepperell Braiding Company was established in 1917 as a factory to produce shoe laces. Acquired the Rexlace and Pyrolace brands in 1978. Facilities in Pepperell MA, Bradford PA, and Ningbo, China.
Check: the heritage paragraph is new writing drawn from the About page. A read to see if the story sounds like Pepperell telling it.
Confirm We name Pyrolace® as a brand we make. The live About page lists it as a brand acquired in 1978, and we weren’t certain whether it is still a current line. A quick yes or no keeps the home page right.
DIY kits section · title and subtitle
What we wrote
DIY kits for every skill level
Pick a project. We pack the rest.
Live site, “DIY Kits”
Our design team has put together several quality home decor craft kits. Complete with exceptional product and easy to follow instructions.
Check: “for every skill level” leans on the kit classification we proposed. Once Pepperell approves or adjusts that classification, we will make the copy match it.
Trust band · “Why customers come back”
What we wrote
30-day returns · restocking fee waived for exchanges or seller errors
Secure SSL checkout · encrypted by Shopify
Crafting essentials since 1917 · real manufacturing heritage in Pepperell, MA
97% five-star · hundreds of verified reviews on pepperellcrafts.com
Live site
No equivalent band on the home page.
Check: four quick reasons to come back. A read to confirm the four lines sound right.
Testimonials section
What we wrote
Real reviews from real customers.
97% five-star · hundreds of verified reviews
Live site, “Reviews”
Let customers speak for us
Check: “Real reviews from real customers” is the new heading over three real customer quotes. We want to confirm the heading reads the way we want.
Newsletter section
What we wrote
Stay connected.
Join our mailing list and be the first to know about new products, tutorials, and exclusive offers.
Live site, “Promotional Material”
Please allow us to send you new and upcoming sales and NEW product notifications. We promise not to flood your email inbox with marketing collateral.
Check: this replaces the old “Promotional Material” heading. A read to confirm “Stay connected” and the invite feel right.
FAQ section · bottom of the home page
What we wrote
Five quick answers: how long shipping takes, free shipping, order tracking, returns, and the veterans discount.
Live site, FAQ page
Nineteen questions on a separate page, none on the home page.
Check: the home page carries five short answers; the full set lives on the FAQ page, reviewed below. A read to confirm the short answers are clear.
Site chrome
Footer heritage line
What we wrote
Pepperell Crafts. Established 1917 in Pepperell, Massachusetts.
Live site
The footer carries the copyright line only.
Check: this adds a heritage line the live footer does not carry. A read to confirm the wording.
Search box placeholder
What we wrote
Search hundreds of products, brands, projects…
Live site
A plain “Search” box with no detail.
Check: ours names what is inside the catalog without pinning an exact count, so it stays right as products come and go.
Page · About Us
The intro line at the top of the page, and the short story below it.
About page · intro
What we wrote
Since 1917
A century-old workshop in Pepperell, Massachusetts, still turning out the cord, wicks, beads, and kits people turn into “I made this”.
Live site, About page
Pepperell Braiding Company was established in 1917 as a factory to produce shoe laces.
Check: the intro is ours. A read to confirm it sets the right tone.
About page · the story
What we wrote
A rewrite in three short parts: Crafting Since 1917, Our Mission, and Made for Makers. It opens on the 1917 shoe-lace beginnings, moves through the 1970s macramé boom to today’s makers, and names Bonnie Braid and Rexlace along the way.
Live site, About page
Founded in 1917 as a shoe-lace factory. Braided lighter wicks in WWII, moved into craft cord in the late 1970s, and acquired Rexlace and Pyrolace in 1978. Three factories: Pepperell MA, Bradford PA, and Ningbo, China.
Check: the story is a full rewrite rather than the live wording, so it is worth a read end to end. It now opens on the 1917 shoe-lace origin, in line with the rest of the site.
Page · Shipping & Returns
A short intro, three at-a-glance cards, and the details below them.
Intro and at-a-glance cards
What we wrote
How orders ship, what’s free, when they arrive, and how to send something back.
Free over $48 · Ships in 2 days · 30-day returns
Live site, policy pages
$48.01 and above is FREE freight ground only. Allow 2 business days for processing. Returns within 30 days.
Check: threshold, processing time, and return window follow the live policy pages. A read to confirm the three cards are clear.
Confirm The FAQ and the policy pages give different numbers right now. Returns read 60 days on the FAQ but 30 on the policy pages, and processing reads 24 hours on the FAQ but 2 business days on the policy pages. We followed the policy pages. One answer from Pepperell lets the whole store say the same thing.
Details · the questions on this page
What we wrote
Carriers, damaged orders, exchanges, PO Box / APO / FPO, and what is not eligible for return.
Damaged order: we’ll replace or refund, at our cost, within one business day.
Live site
Covers returns, restocking, and PO Box shipping, with no stated turnaround for damaged orders.
Check: most answers restate the live policy in plainer language. A read to confirm the plain-language versions still say the right thing.
Confirm The “within one business day” promise on damaged orders is ours, since the live site gives no turnaround. We want to confirm it is a promise Pepperell can keep.
Page · FAQ
The home page keeps five quick answers. The FAQ page now carries the full set, rewritten in plainer language and covering everything the live FAQ does, from shipping and returns to payment and wholesale.
FAQ page · intro
What we wrote
Help center
The questions customers ask us most. Can’t find what you need? Email info@pepperell.com or call 978-433-2133.
Live site, FAQ page
Nineteen questions, many of them about wholesale and tax-exempt accounts.
Check: a read to confirm the help-center intro reads right.
What the page covers
What we wrote
Sixteen answers: shipping, free shipping, tracking, international, PO boxes, payment, discount codes, order minimum, returns, where products are made, Bonnie Braid vs cotton cord, catalogs, visiting, wholesale, the veterans discount, and a contact line.
Live site
The same ground sits across the live FAQ, the policy pages, and the wholesale section, with a few answers tied to the old checkout.
Check: most answers restate the live policy in plainer words; the discount-code answer is shorter because the new checkout applies codes directly. A read to confirm the set is complete.
Confirm Two notes. The wholesale answer points to wholesale@pepperell.com, which we suggested as a role-based address so it keeps working even as the team changes; we can use whatever address Pepperell prefers. And the Bonnie Braid versus cotton-cord comparison is an educated guess on our part, so the materials and uses are worth confirming before it goes live.
Product and cart
Delivery estimate · product page, under the buy button
What we wrote
Order in the next [time] and you will likely have it by [date].
Get it as soon as [date].
Live site
No delivery estimate on the product page.
Check: this is new urgency copy under the buy button. A read to confirm the wording sits right.
Cart · reassurance line under the items
What we wrote
Crafted by Pepperell since 1917
Live site
No equivalent line in the cart.
Check: the live cart has no line like this. We went with “crafted” so it honestly covers both the design and the making. A read to confirm the line works.
Product names
Rather than list every product, here is the thinking. A lot of the live names are short, so they miss searches. Someone typing “6mm cotton macrame cord” would not find a product simply called “Bonnie Braid”. We lengthened names to lead with what people actually type: the material, size, length, brand, and use. It is the same habit that helps products get found on big marketplaces like Amazon.
A few live names today: “Rexlace Flat Plastic Lacing”, “Polyester Loops”, “Stretch Magic 100 meter Spools”. The rewrite expands each one with the size, fiber, length, and what it is for, while keeping the brand name in place.
Confirm The exact new name varies by product, so a handful are worth spot-checking against the live titles. We added real, searchable detail rather than invented specs, but a product expert should confirm the sizes and materials we added are right.
In progress
The seven craft families appear in several places across the site. Pepperell has the proposed classification in review now, likely landing this week. The live store mixes brands and categories together; our version sorts everything into the seven families.
For Pepperell