Brand Tone

Spiritual, Meaningful, Celestial, Personal, Chic, Fashionable, Unique, High-Quality, Appreciative, Passionate

Brand Values

• •Meaningful Connections: The core of the brand is creating jewelry that has a "unique and aesthetic connection for each wearer" and is "both beautiful and meaningful."
• •Spiritual Inspiration: The celestial theme is deeply personal to the founder and inspired by her own spiritual journey, incorporating a love for crystals, the moon, and the universe.
• •Quality and Craftsmanship: The brand emphasizes "high-quality crystals sourced from Brazil" and "stainless steel jewellery." Mention of "PVD gold plating for long-lasting shine" and "waterproof, tarnish-free, and hypoallergenic" qualities also highlights this.
• •Ethical Sourcing: The luxury crystal range is sourced from a family-run business in Brazil that prides itself on ethical and respectful practices, aiming to deliver high-quality products without harming the planet and aiding small communities.
• •Personal Journey & Authenticity: The brand story is rooted in the founder's personal transition from a 20-year NHS career to pursuing her passion for crystals and celestial jewelry. This authenticity resonates with customers.
• •Customer Appreciation & Small Business Support: There's a clear appreciation for every sale and customer. The brand actively participates in and promotes the small business community.

Best Practices

• •Embrace Spiritual & Celestial Language: Consistently use words and phrases that evoke the cosmos, spirituality, personal journeys, intention, and the magic of crystals (e.g., "align," "resonate," "guidance," "cosmic energy," "inner light," "soulful").
• •Focus on "Meaning" and "Connection": Every piece has a story or is intended to create one. Highlight how the jewelry connects the wearer to something greater, to a memory, to their own spiritual path, or to a loved one.
• •Maintain a Warm, Appreciative, and Personal Voice: Reflect Jodie's passion and gratitude. Address the audience in a friendly, heartfelt manner. Share glimpses of the "behind-the-scenes" or the founder's journey where appropriate to reinforce authenticity.
• •Highlight Quality and Ethical Choices Subtly: Weave in mentions of the high-quality materials (stainless steel, PVD plating, genuine crystals) and ethical sourcing practices as part of the value proposition, reinforcing that these are not just beautiful but also well-made and consciously sourced items.
• •Speak to Aspirations and Emotions: Connect with the customer's desire for self-expression, spiritual growth, finding unique pieces that reflect their style, and the joy of giving or receiving a truly meaningful gift. Use emotive language that taps into feelings of wonder, intention, and personal style elevation.

Social Perception

Positive Customer Feedback, Appreciation for Quality and Design, Seen as Meaningful and Personal, Good Customer Service, Community Connection, Inspirational Founder Story

Copy Examples

• •For a New Celestial Collection Launch (Instagram/Facebook Post): Align with the cosmos. ✨ Our new Celestial Dreams collection has arrived, each piece handcrafted with intention and inspired by the universe's infinite beauty. Discover jewelry that speaks to your soul and elevates your journey. What star will guide you? #JerneByJodie #CelestialJewellery #SpiritualJourney #MeaningfulGifts #NewCollection
• •For a Crystal Healing Focus (Blog Post Snippet/Social Media): More than just adornment, our crystals are chosen for their unique energy and story. Sourced ethically from a family-run business in Brazil, each gem in our Luxury Crystal Collection is ready to accompany you, offering its grounding, loving, or protective presence. Find the piece that resonates with your inner light. #CrystalHealing #EthicallySourced #SpiritualJewellery #JerneByJodie #HighQualityCrystals
• •Highlighting a Customer Story/Testimonial (Social Media): We are so incredibly touched by stories like Sarah's! 'I never thought I could wear short necklaces until I bought one from Jodie and now I never take it off... I've never had so many compliments.' It's moments like these that fuel our passion. Thank you for letting our creations be a part of your journey. Share your #JerneByJodieStory with us! #CustomerLove #HandmadeJewellery #SpiritualConnection #EffortlesslyChic
• •Promoting a Gift-Giving Occasion (e.g., Mother's Day/Birthday Email): Show her how much her journey means to you. This Mother's Day, gift a piece of the stars, a whisper of the moon, or the grounding energy of a hand-selected crystal. Our meaningful, celestial-inspired jewellery is designed to be treasured, a lasting reminder of love and connection. Explore our curated gift guide. #GiftsWithMeaning #CelestialGifts #JerneByJodie #CelebrateHer
• •Emphasizing Brand Values (Website "About Us" Refresh/Social Post): From a personal spiritual awakening to Jerne by Jodie. We believe jewelry should be more than beautiful – it should be an extension of your spirit, a talisman for your journey. That's why we pour our hearts into sourcing high-quality, ethically-obtained crystals and crafting unique celestial designs that resonate with intention and cosmic energy. Join our journey. #OurStory #BrandValues #SpiritualJewellery #EthicalFashion #CelestialInspired