Brand Tone

Spiritual & Soulful, Artisanal & Personal, Bohemian & Free-Spirited, Authentic & Story-Driven, Elegant & Refined (with an edge)

Brand Values

• •Spirituality & Mindfulness
• •Individuality & Self-Expression
• •Artisanship & Quality
• •Authenticity & Storytelling
• •Connection to Nature & Travel
• •Positive Energy & Well-being
• •Freedom & Journey

Best Practices

• •Embrace Storytelling: Every piece, collection, and post should have a narrative, connecting back to inspiration, meaning, or the wearer's potential experience.
• •Use Evocative & Sensory Language: Words should appeal to emotions and a sense of wonder, reflecting the spiritual and artisanal nature (e.g., "whisper," "sacred," "sun-dappled," "soulful," "hand-sculpted").
• •Maintain Authenticity & Personal Connection: Speak from the heart of the artist/brand. Use "I" or "we" (referring to the artist) where appropriate to foster a direct connection. Reinforce the "I am not a brand, I am an Artist" philosophy.
• •Incorporate Keywords of Spirituality & Nature: Consistently weave in terms related to mindfulness, journeys, natural elements, and positive energy, but ensure it feels organic and not forced.
• •Focus on the "Why" Not Just the "What": Explain the symbolism, the intention behind the design, or the feeling it's meant to evoke, rather than just listing materials and dimensions. Highlight how the jewelry becomes part of the wearer's spiritual path and personal story.

Social Perception

Unique & Meaningful, High Quality & Artistic, Bohemian Luxury, Inspirational & Personal, Collected & Cherished, Niche & Discerning Clientele

Copy Examples

• •Product Description (for a new charm): Carry a whisper of ancient wisdom. Our new 'Pathfinder' charm, handcrafted from reclaimed silver and adorned with a single turquoise, is a reminder that every journey unfolds with purpose. Let it guide your spirit.
• •Instagram Caption (lifestyle image): Sun-dappled moments and the quiet strength found within. Each Catherine Michiels piece is a companion on your unique voyage, infused with intentions of peace and discovery. What story will yours tell? ✨ #CatherineMichiels #SpiritualJewelry #HandcraftedJourney
• •Email Newsletter Snippet (introducing a collection): Dearest kindred spirit, we invite you to explore 'Whispers of the Sacred Valley,' our latest collection born from meditations among ancient peaks and serene landscapes. Discover handcrafted talismans designed to echo the peace of your own sacred spaces.
• •About Us Snippet (for a retailer website): More than adornment, Catherine Michiels jewelry is a soulful expression. Each piece is lovingly handcrafted by the artist, a Reiki Master, blending precious materials with ancient symbols and the free spirit of a seasoned traveler. Wear a story, embrace your journey.
• •Short Ad Copy (social media): Find your center. Discover Catherine Michiels: artisan jewelry for the free spirit. Handcrafted with intention, designed to tell your story. Shop the collection.