Brand Tone

Inspirational, dreamy, intimate, friendly, personal, and consistently positive, focusing on feeling and meaning.

Brand Values

• •Meaningful Connection
• •Positive Energy & Good Vibes
• •Simplicity & Minimalism
• •Authenticity & Storytelling
• •Social Consciousness

Best Practices

• •Lead with Emotion, Support with Detail: Always start copy with the feeling or story behind the piece (e.g., 'capture the calm,' 'wear your power'). Follow up with the practical details (e.g., 'gold-plated,' 'natural minerals').
• •Use a Consistent Lexicon: Regularly incorporate the brand's keywords: universe, energy, light, vibes, story, connection, magic, simple, delicate. This reinforces the brand identity in every piece of communication.
• •Tell Stories, Don't Just Sell Products: Whether in a caption or a description, frame the jewelry within a narrative. Talk about the inspiration, the friendship behind the brand, or the feeling you hope the wearer experiences. The story of the charity project is a perfect example.
• •Engage with "You" Statements: Write copy that speaks directly to the customer. Use phrases like 'Your daily reminder,' 'Designed for you,' and 'Find what makes you shine' to create a personal and intimate connection.
• •Maintain Visual and Textual Harmony: Ensure the dreamy, minimalist, and positive tone of the copy is always matched by the visuals. The soft lighting, delicate styling, and cohesive color palette of the photos are just as important as the words used.

Social Perception

Perceived as a source for delicate, trendy, affordable jewelry with a spiritual/celestial theme. Customers are drawn to its aesthetic and positive, empowering narrative. Seen as personable, community-focused, and socially conscious.

Copy Examples

• •Born from a story written in the stars. Our Pleiades Necklace isn’t just jewelry; it’s a reminder of the universe within you and the connections that light up your life. Wear your energy. ✨ #bydearmoon #CelestialJewelry #WearYourStory
• •Stack your story. Layer your light. Our rings are designed to be mixed, matched, and treasured, each one a symbol of your unique journey. Find the pieces that speak to you. Shop the collection now for 15% off your first order.
• •A little piece of the universe, just for you.
• •More than a stone, it's your personal emblem. Our Birthstone Necklace carries the unique energy and spirit of your birth month, designed to be a simple, elegant source of light and calm in your daily life. Handcrafted with good vibes, it’s the perfect personal treasure or a meaningful gift for someone you love.
• •Jewelry that feels like you. Simple, stylish pieces filled with love and positivism.