Keepsake Quilting (local to me, too) also has an unconditional guarantee on anything you purchase from them. If you are not happy, for any reason at any time, send it back to them (insured and prepaid) for a refund or exchange. There's a return form on every packing slip. The Keepsake Quilting store opened in the late 70's in response to the renewed interest in quilting.
I don't know for sure, but I'd bet JoAnn's called their fabric brand 'keepsake' in order to take advantage of Keepsake Quilting's reputation. And FYI, there is also no relationship between Hancock's of Paducah (sellers of only high quality, name brand fabrics) and Hancock Fabrics (the chain of craft and store brand goods).