Brand Tone

Inspirational, spiritual, serene, and authoritative, with a mystical, evocative, and warm personal touch.

Brand Values

• •Spirituality and Healing
• •Quality and Craftsmanship
• •Authenticity and Ethics
• •Luxury and Exclusivity
• •Education and Guidance

Best Practices

• •Embrace Mystical and Evocative Language: Consistently use words that evoke a sense of magic, spirituality, and cosmic connection. Terms like "celestial," "ethereal," "vibrations," "alchemy," "sacred," and "harmonize" reinforce the brand's core identity.
• •Focus on "Why" Before "What": Start product descriptions and marketing messages with the intended benefit or feeling (e.g., "attract love," "find tranquility," "align with universal energy"). Then, introduce the product as the tool to achieve that state.
• •Highlight Quality, Ethics, and Craftsmanship: Always mention the premium materials (e.g., "18k gold vermeil," "ethically sourced," "99.9% pure quartz") and the human touch ("handmade," "designed by Ali King") to justify the luxury positioning and build trust.
• •Maintain a Personal and Authoritative Voice: Incorporate the founder's expertise and personal touch. Phrases like "designed with the intention to..." or sharing the inspiration behind a piece can create a stronger connection with the audience.
• •Integrate Educational Content Seamlessly: Weave in educational tidbits about the metaphysical properties of crystals, the significance of different symbols (like the Eye of Protection), or the science of sound healing. This provides value beyond the product itself and solidifies the brand's authority.

Social Perception

Highly positive, seen as a trustworthy and high-end source for authentic spiritual and healing products, with the founder perceived as a knowledgeable and caring expert, valued for ethical sourcing and quality.

Copy Examples

• •Adorn yourself with the cosmos. Our new Celestial Guidance collection is handcrafted from ethically sourced moonstone and 18k gold vermeil, designed not just as jewelry, but as a personal amulet to nourish your spirit and guide your journey. Wear a piece of the universe.
• •Tune into tranquility. Each Crystal Tones® Alchemy Singing Bowl is a vessel of pure resonance, crafted from 99.9% pure quartz to bring a state of deep healing and calm. Let its sound wash over you and find your inner harmony. Visit our Notting Hill showroom to discover your personal frequency.
• •The sound of starlight. Our handmade crystal harps are more than instruments; they are conduits of celestial energy. Their ethereal vibrations are perfect for meditation, sound baths, and elevating your sacred space. Feel the music of the spheres in your own hands.
• •Become a master of sound. Join Ali King for an immersive, in-person Sound Healing Diploma and learn the sacred art of vibrational therapy. Unlock your potential to heal, hold space, and build a professional practice with the wisdom of crystal resonance.
• •The Love Bomb Pendant: your daily reminder to lead with your heart. Carved from the finest rose quartz, the stone of unconditional love, and crowned with a delicate diamond, this piece is a beacon of love, healing, and light. Made to last with 18ct gold vermeil over sterling silver.