Brand Tone

Inclusive, mystical, spiritual, and welcoming, aiming to foster a sense of community among alternative subcultures.

Brand Values

• •Inclusivity
• •Individuality
• •Customer-Centricity

Best Practices

• •Prioritize Honesty Above All Else: In all copy, from product descriptions to ads, be brutally honest about materials, sizing, and shipping times. If an item is sourced from overseas and will take longer to arrive, state it clearly. Rebuilding trust starts with transparency.
• •Adopt a Humble and Accountable Tone: Acknowledge past issues where appropriate. Use phrases like 'We've listened,' 'You told us, and we're changing,' and 'Our commitment to you.' Avoid making promises that cannot be kept.
• •Back Up Claims with Proof: Instead of just saying 'high quality,' specify the materials (e.g., 'cast in lead-free pewter,' 'printed on 100% organic cotton'). If you have a new return policy or a new supplier, state it clearly and make the information easy to find.
• •Align Marketing with Reality: Ensure that all marketing imagery and ad copy accurately reflect the product the customer will receive. Avoid exaggerated photos or misleading descriptions. If pendants are small, photograph them next to a coin for scale.
• •Focus on the 'Why,' Backed by the 'How': Reconnect with the brand's original inclusive and mystical mission, but show *how* you are living up to it now. For example, instead of just saying you're for 'witches and goths,' create content that genuinely supports these communities, such as collaborating with artists from those subcultures and proving they are compensated fairly. Your actions and the copy that describes them must be in perfect alignment.

Social Perception

Overwhelmingly negative, with a reputation as a potential 'scam' or a dropshipping operation with poor quality control. Customers report severe dissatisfaction regarding product quality, extremely long shipping times, unhelpful customer service, and deceptive practices.

Copy Examples

• •Handcrafted with Intention. This sterling silver moon phase necklace is designed by our small team in [City, State] and crafted by our trusted artisan partners. Pendant measures 15mm. We believe in honest representation, so you can be confident your piece will match what you see.
• •We've listened. We know our shipping and quality have not always met your expectations, and for that, we are truly sorry. We're making changes, starting with [mention a specific, verifiable change, e.g., 'a new local fulfillment partner' or 'a 30-day no-questions-asked return policy']. Your trust is our most sacred offering.
• •The DARK MOON Difference: A New Dawn. We're moving away from mass-produced items. Our new collection features [Material, e.g., 'ethically sourced crystals' or '925 sterling silver'] and comes with a certificate of authenticity. We're committed to offering items as unique and genuine as you are.
• •Shop with Confidence. Our Promise to You: Love it, or your money back. We now offer free 30-day returns and dedicated customer support to ensure you are completely happy with your purchase.
• •Thank you, [Customer Name], for sharing! We love seeing our altar cloths in your sacred space. We're working hard to make every experience this magical. ✨ #DarkMoonLove