Brand Tone

Spiritual, Nurturing, and Approachable

Brand Values

• •Healing and Well-being
• •Quality and Authenticity
• •Personal Connection
• •Joy and Discovery

Best Practices

• •Lead with "Why": Always connect products back to their purposehealing, love, clarity, or joy. The copy should focus on the feeling and benefit (the "aura") before the physical attributes (the "stones").
• •Use Nurturing and Inclusive Language: Employ words like "gentle," "nurture," "your journey," "connect," and "our community." This reinforces the brand's supportive and approachable nature.
• •Maintain the Founder's Voice: Continue to share personal stories, insights, or even just behind-the-scenes moments from Jocelyn. This authenticity is a core brand asset that builds immense trust.
• •Emphasize Quality as a Form of Care: Frame the commitment to "high-quality crystals" not just as a product feature, but as an act of care for the customer's spiritual journey. The brand provides the best tools because it genuinely cares about the customer's well-being.
• •Foster Interaction in Every Post: End captions with open-ended questions ("What energy are you calling in this week?") or clear calls to engage ("Join our live sale!"). This transforms passive followers into an active community, reinforcing the brand's social and connected perception.

Social Perception

The brand is perceived as a passion-driven small business, a reliable source for crystal enthusiasts, and community-focused.

Copy Examples

• •Invite unconditional love into your space. ✨ Our new Rose Quartz towers are here to gently open your heart and nurture your soul. Each piece is hand-selected for its soft, healing energy, ready to fill your home with compassion and peace. Let its glow be a daily reminder to love yourself first. Tap to shop and welcome the warmth.
• •What will the universe send you? ✨ Our customer-favorite Mystery Boxes are back in stock! Each box is intuitively curated with high-quality crystals and spiritual tools meant just for you. Ready for a beautiful surprise? Link in bio to discover your magic!
• •Join our sacred space! ✨ We're going LIVE on Instagram this Tuesday at 5 PM EST for a special clearance event. I’ll be sharing some beautiful, high-energy pieces looking for their forever homes. Come for the crystals, stay for the good vibes and great company. See you there!
• •A dose of delight for your soul. 🤍 Our 'Happy Capsules' are the perfect mini-mystery treat to brighten your day or gift to a friend. Each one holds a unique tumble stone waiting to share its energy with you. Small stones, big joy.
• •Connect with your intuition. This stunning Amethyst cluster is more than just a beautiful object; it's a tool for spiritual clarity and calm. Place it by your bedside for peaceful dreams or in your workspace to dissolve stress and invite inspiration. Sourced for its deep purple hues and powerful energy, it's a foundational piece for any soul-centered collection.