Brand Tone

Spiritual & Mindful, Artisanal & Passionate, Elegant & Alluring, Positive & Uplifting

Brand Values

• •Meaning & Purpose: Creating jewelry that is not just beautiful but also meaningful.
• •Well-being & Healing: Promoting the positive energies and healing properties of crystals.
• •Authenticity & Craftsmanship: Valuing handmade quality and (as stated on LinkedIn) ethically sourced materials.
• •Empowerment & Radiance: Helping customers "embrace their radiance."
• •Customer Connection: Implied through the sharing of intentions and the desire to provide meaningful pieces.

Best Practices

• •Develop a Brand Voice Guide: Document key tonal words (e.g., "radiant," "alluring," "mindful," "empowering," "handcrafted," "intentional"), phrases to use and avoid, and the overall feeling the copy should evoke. Share this with anyone creating content.
• •Focus on "Meaning" and "Intention": Consistently weave in the "why" behind the products – not just what they are, but the feelings, energies, and intentions they are designed to carry and inspire. Connect the physical product to a deeper, more spiritual benefit.
• •Use Sensory and Emotive Language: Appeal to feelings and the senses. Words like "vibrant," "soothing," "glowing," "harmonizing," "uplifting" can enhance the spiritual and artisanal tone.
• •Maintain Authenticity and Passion: Let the founder's passion for crystals and handmade creation shine through. Share stories, insights into the crafting process, or the inspiration behind specific pieces to build a genuine connection.
• •Be Consistent Across All Platforms: Ensure that the tone used on Instagram aligns with the website copy, email newsletters, and any other customer-facing communication. This builds trust and a cohesive brand identity. Regularly audit content to check for consistency.

Social Perception

For the crystal jewelry line, the perception gathered from its dedicated social media and website is one of a niche, artisan brand focused on spiritual well-being and handcrafted beauty. It is crucial for the crystal jewelry line to differentiate its specific values and customer experience if the broader brand perception has mixed elements. The emphasis on "handmade with love and intention" and "ethically sourced" can help build a distinct positive perception for this segment.

Copy Examples

• •Instagram Post (Image: Sunlit crystal necklace): "Adorn yourself with more than just beauty. Our handmade [Gemstone Name] necklace is crafted with intention, to awaken your inner radiance and attract positive energy. Embrace your light. ✨ #AkarshanNZ #HandmadeJewelry #CrystalHealing #IntentionSetting #EmbraceYourRadiance"
• •Facebook Ad (Carousel of bracelets): "Seeking balance, love, or empowerment? Discover the Akarshan collection of gemstone bracelets, each lovingly handmade in New Zealand. Every crystal carries a unique energy, a whispered intention for your journey. Find your perfect adornment today and feel the allure of purposeful beauty. Shop Now."
• •Product Description (Website - for an Amethyst piece): "The 'Serene Spirit' Amethyst Necklace by Akarshan. Allow the calming vibrations of ethically sourced Amethyst to soothe your mind and elevate your spirit. Handcrafted with meticulous care, this piece is designed to be a beautiful reminder of your innate strength and intuition. Wear it to deepen your connection to your inner wisdom and embrace a path of serene empowerment."
• •Email Newsletter Snippet (New Collection Launch): "Dearest Soul, we're thrilled to unveil our 'Whispers of the Earth' collection – a new line of handmade crystal adornments, each infused with love and powerful intentions. Discover pieces designed to resonate with your spirit and help you shine from within. Explore the magic..."
• •Twitter Post: "What intentions are you setting this week? Let our handmade crystal jewelry be a beautiful, tangible reminder of your power and purpose. #Akarshan #SpiritualJewelry #Mindfulness #NZMade #CrystalEnergy"