Brand Tone

Authentic, Respectful, Educational, Spiritual/Meaningful, Artisanal/Craft-focused, Connected (to heritage and customers)

Brand Values

• •Authenticity: Sourcing and selling genuine New Zealand Pounamu.
• •Cultural Integrity: Upholding and respecting Māori traditions, meanings, and artistry.
• •Craftsmanship: Valuing the skill and artistry involved in carving Pounamu.
• •Education: Sharing knowledge about Pounamu's cultural and spiritual significance.
• •Connection: Fostering a connection between the customer, the taonga, and its cultural heritage.
• •Respect for Nature: Implicit in the sourcing and reverence for a natural taonga like Pounamu.

Best Practices

• •Prioritize Cultural Respect: Always ensure that language and imagery are respectful of Māori culture and the significance of Pounamu. Avoid trivializing or commercializing sacred symbols.
• •Emphasize Authenticity and Origin: Clearly communicate that the Pounamu is genuine and sourced from New Zealand. Briefly explain the origin or type of stone when possible.
• •Tell the Story: Every piece of Pounamu has a meaning or is a symbol. Weave these stories and significances into product descriptions, social media posts, and all communications. Explain what a Koru, Hei Matau, or Toki represents.
• •Use Evocative and Respectful Language: Employ words that convey the spiritual, natural, and handcrafted essence of the items (e.g., "sacred," "ancestral," "taonga," "hand-carved," "heritage," "connection," "spirit").
• •Educate and Inform: Position the brand as a knowledgeable source. Provide information about the care of Pounamu, its cultural context, and the meanings behind different designs, helping customers appreciate the depth beyond the aesthetics.

Social Perception

Customers and the public generally perceive Aotearoa Gemstones as a reputable source for authentic Pounamu. The brand is seen as respectful of Māori culture and knowledgeable about the items they sell. There is an appreciation for the beauty and craftsmanship of their pieces. Customers often feel a personal or spiritual connection to the items purchased, valuing the meaning and story behind them. The brand is associated with quality and cultural significance rather than just being a generic jewelry store.

Copy Examples

• •Headline: Carry a Piece of Aotearoa's Soul: Authentic Pounamu, Carved with Ancestral Knowledge. Body: Each toki we offer is more than just stone; it's a conduit of strength and resilience, shaped by hands that honor ancient traditions. Discover the Pounamu that speaks to your spirit.
• •Headline: The Koru: A Symbol of Your Journey, Forever Etched in Sacred Greenstone. Body: Unfurling with the promise of new beginnings and continuous growth, our Koru pendants are handcrafted from genuine New Zealand Pounamu. Let this taonga accompany you, a reminder of life's perpetual unfolding.
• •Headline: More Than Adornment – A Whisper of Heritage: Understanding Your Pounamu. Body: At Aotearoa Gemstones, we believe that to wear Pounamu is to embrace a story. Learn about the rich symbolism and whakapapa (genealogy) of your chosen piece, connecting you to the heart of Māori culture.
• •Headline: Hei Matau: Your Guardian Through Life's Tides, Shaped from Earth's Treasure. Body: Our Hei Matau (fish hook) carvings are imbued with blessings for safe passage, prosperity, and strength. Sourced with integrity and carved with reverence, find the Pounamu that will guide your path.
• •Headline: The Gift of Meaning: Share the Enduring Spirit of Pounamu. Body: Looking for a taonga that resonates with deep significance? Aotearoa Gemstones offers pieces rich in cultural heritage and personal meaning, perfect for honoring loved ones or marking a special milestone. Each piece tells a story, ready to become part of theirs.