Brand Tone

calm, educational, and spiritual

Brand Values

• •Authenticity
• •Wellness
• •Education
• •Community
• •Aesthetic

Best Practices

• •Use a "Calm & Guiding" Voice: Always write as if you are a knowledgeable and gentle guide. Use reassuring and positive language. Instead of "You must," try "We invite you to." Instead of "Buy now," try "Welcome this energy."
• •Lead with Intention, Follow with Function: Start copy by explaining the feeling or intention the product helps with (e.g., "For moments of stress," "To invite love"). Then, describe the product and how to use it.
• •Educate, Don't Just Decorate: Every piece of copy should offer a small piece of wisdom. Explain *why* a crystal is used for a certain purpose or *how* to perform a simple cleansing ritual. This builds trust and authority.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the clean, soft, and minimalist aesthetic of the visuals. The words should feel as calm and beautiful as the images look.
• •Focus on "Your" Journey: Use second-person language ("you," "your") to make the message personal. Frame the products as tools for the customer's individual journey of self-care, growth, and discovery.

Social Perception

premium, trustworthy, and aesthetically pleasing brand in the modern wellness and spirituality market

Copy Examples

• •Headline: Welcome Amethyst: Your Partner in Clarity. Body: Still your mind and connect with your intuition. Our new raw Amethyst clusters have arrived to help you find peace in the noise and clarity in the chaos. Perfect for your meditation space or bedside table to promote restful sleep. Tap to invite this calming energy into your home. #Amethyst #CrystalHealing #FindYourCalm #AuraMX
• •Headline: Your Meditation Ritual is Missing Something. Body: Elevate your practice from routine to ritual. Our Meditation Kit, complete with Palo Santo, Selenite, and a calming Rose Quartz, is curated to help you cleanse your space, set your intention, and connect deeper. Ready to transform your moments of peace? Shop now for free shipping.
• •Title: Raw Black Tourmaline - The Ultimate Protector Description: Anchor yourself with the grounding energy of Black Tourmaline. Known as the ultimate stone of protection, it works to absorb negative energy from your environment and your mind, creating a shield of security. Place it near your workspace to deflect stress or at your front door to keep your sanctuary pure. Each raw stone is unique, just like your journey. Properties: Protection, Grounding, Stress-Relief.
• •Subject: A Gift For Your Aura ✨ Body: Hi [Customer Name], We noticed you recently welcomed Rose Quartz into your life. To complement its loving energy, we recommend the cleansing power of our sustainably sourced Palo Santo. Cleanse your crystals and your space to keep the vibrations high. As a thank you for being part of our community, use code CLEANSE15 for 15% off your next order.
• •(Image of 3 different crystals) Text: Which energy are you calling in today? Poll: A) Love & Compassion (Rose Quartz) B) Clarity & Focus (Clear Quartz) C) Abundance & Success (Citrine) (Next slide reveals the "meaning" of the most-voted crystal)