‘Affordable’ is a judgement that your prospects will make. Be proud of what you produce; price them the way you want and you will find your market. ‘Affordable’ all too often means ‘cheap’; it’s not a word I like (although I completely accept that this may be a cultural difference between me as a Brit and you guys in the US).
‘Personal touch’ will be self-evident from what you say about the products in any and all the marketing material you produce; the name itself reeks of ‘personal’ – you don’t need the tagline to say this.
‘Now that’s a collar’ is a nice line; don’t agonise about all the things it doesn’t make explicit – in my view, people will get all that stuff anyway. Let the tagline breathe promise and make it connect with your audience’s deepest desires. Whether you choose quark’s, mine, or somebody else’s tagline, use that measure as your touchstone and you won’t go far wrong.
