Brand Tone

Enthusiastic & Passionate, Informative & Appreciative (of natural beauty), Approachable & Friendly, Elegant & Chic, Slightly Mystical/Spiritual (Boho/Hippy/Gypsy)

Brand Values

• •Quality
• •Affordability
• •Customer Appreciation
• •Passion
• •Natural Beauty & Uniqueness
• •Local & Family Owned
• •Craftsmanship/Handmade (select items)

Best Practices

• •Develop a "Brand Voice Chart": Document key characteristics of your tone (e.g., Enthusiastic, Informative, Elegant, Approachable, Mystical-Lite), including "do's and don'ts" for word choices and phrasing. For example, "Do: Use words like 'enchanting,' 'radiant,' 'serene.' Don't: Use overly technical jargon or overly casual slang."
• •Infuse Passion and Authenticity: Let the genuine love for crystals and jewelry shine through. Share the "why" behind the brand – the founder's passion, the commitment to quality and affordability. This makes the copy more engaging and believable.
• •Balance Elegance with Accessibility: While aiming for a "lavish and chic" feel, ensure the language remains understandable and inviting, reflecting the "affordable" value proposition. Avoid overly exclusive or intimidating terminology.
• •Speak to the "Why They Buy": Understand that customers might be buying for aesthetic appeal, the perceived healing properties, or as a meaningful gift. Tailor copy to touch on these motivations, using empathetic and benefit-driven language (e.g., "promotes love and peace," "adds a touch of elegance").
• •Maintain Consistency Across All Channels: Whether it's a product description, a social media post, or a customer service email, the core tone should be recognizable. Regular review of content across platforms can help ensure this consistency. Create templates for common communications (e.g., order confirmations, responses to queries) that embody the brand voice.

Social Perception

Positive (based on platform engagement), Trusted for Quality and Affordability, Appeals to a Niche Interested in Crystals and Metaphysical Properties, Seen as a Local NZ Business

Copy Examples

• •✨ Bask in the serene glow of our latest Amethyst treasure! ✨ Each handcrafted necklace features a genuine Amethyst, chosen for its calming vibes and deep, enchanting purple. Perfect for adding a touch of everyday magic or gifting a moment of tranquility. Discover its story and make it yours. #EJNZGems #AmethystLove #CrystalHealing #NZJewellery #HandcraftedMagic
• •💖 Sparkle Without the Splurge! 💖 At EJ NZ Gems, we believe everyone deserves to shine. That's why we're giving our valued gem-lovers [X]% off all our handcrafted crystal jewellery for a limited time! Quality, beauty, and a touch of New Zealand passion, now even more accessible. Shop local, feel radiant! ✨➡️ [Link to TradeMe store or Website when active]
• •Adorn yourself with love. Our 'Eternal Heart' Rose Quartz earrings are more than just beautiful; they're a whisper of compassion and gentle healing. Each natural Rose Quartz is carefully selected for its soft, loving energy and set in [sterling silver/gold plate]. Feel the embrace of this timeless stone, passionately crafted by EJ NZ Gems. Perfect for daily elegance or as a heartfelt gift.
• •(Video shows quick cuts of different sparkling crystals, then a hand picking one up) Text Overlay: Found your new obsession ✨ Voiceover (upbeat, friendly): Shine bright with EJ NZ Gems! We source stunning, high-quality crystals from around the world and craft them into unique pieces right here in Papamoa, NZ. Affordable sparkle that feels amazing! Which one calls to you? 😉 #CrystalEnergy #NZMade #JewelleryLover #EJNZGems
• •Hello, lovely gem seeker! 👋 This week at EJ NZ Gems, we're celebrating the captivating allure of [Specific Gemstone]. Known for [briefly mention a key property or aesthetic quality], it's a true testament to nature's artistry. Explore our handpicked [Gemstone] collection and find a piece that resonates with your unique sparkle. As always, thank you for supporting our family-owned NZ business!