Brand Tone

Spiritual, Empowering, Inclusive, Approachable, and Passionate

Brand Values

• •Connection
• •Empowerment
• •Ethical & Sustainable Practices
• •Individuality & Self-Expression
• •Quality & Craftsmanship

Best Practices

• •Lead with Intention: Every piece of copy, from a product description to a tweet, should connect back to the core values of empowerment, connection, and spirituality. Always ask: "What is the intention behind this message?"
• •Use Empowering Language: Utilize strong, positive, and active verbs. Frame products not just by what they are, but by what they do for the customer (e.g., "ignites courage," "centers your spirit," "celebrates your bond").
• •Maintain the Mystical Lexicon: Consistently incorporate words like "cosmic," "celestial," "energy," "radiate," "cleanse," "intention," and "journey." This reinforces the brand's unique spiritual identity.
• •Emphasize Ethical Roots: Regularly and transparently mention key value propositions like "Handmade in LA," "Ethically Sourced," "Woman-Owned," and "Sustainable Materials." This builds trust and appeals to conscious consumers.
• •Balance Boldness with Inclusivity: While the tone can be "badass" and "bold," it must always remain inclusive. Ensure the language is gender-neutral (unless specifically addressing an identity group in a celebratory way) and speaks to the "all beings" philosophy.

Social Perception

Aspirational and High-Quality; Spiritually Aligned; Unique and Innovative; Community-Oriented

Copy Examples

• •More than just a match. It’s a shared heartbeat. Adorn yourself and your most loyal companion with the unconditional love of Rose Quartz. Handcrafted in our LA studio, each crystal is cleansed with the intention to deepen your unique bond. Tap to radiate love, together. #DIPHDA #JewelryForYourJourney #MatchYourPet
• •Each DIPHDA piece isn't just made, it's brought to life. ✨ We hand-select and cleanse every crystal so it arrives ready to empower your journey. This Tiger Eye is for courage and focus. What energy do you need today? #HandmadeJewelry #CrystalEnergy #DIPHDA #SmallBusiness #EthicalFashion
• •The Eclipse Collection. Where Shadow and Light Unite. Embrace your duality with bold, gender-fluid pieces designed for empowerment. For all beings, for all styles. Explore the collection.
• •The Connection is Real. Your Jewelry Can Be, Too. You share a home, a bond, a life. Now share your energy. Our ethically-sourced crystal charms are designed for you and your pet to wear in tandem. Discover the perfect set to celebrate your cosmic connection. Shop Now for 15% off your first order.
• •Subject: Ready for the Full Moon, [Customer Name]? Body: The upcoming full moon is a powerful time for release and intention-setting. It’s the perfect moment to cleanse your crystals and align your energy. Our latest blog post, 'Harnessing Lunar Power,' walks you through a simple ritual to amplify your jewelry's properties. P.S. We feel our Onyx pieces are especially potent for the protective energy you'll want this week.