Brand Tone

inspirational, serene, artistic, personal, and intimate

Brand Values

• •Appreciation of Beauty
• •Inner Peace and Mindfulness
• •Authenticity and Uniqueness
• •Artistic Expression

Best Practices

• •Emphasize Storytelling: In all copy, from product descriptions to social media posts, weave in the narrative of finding peace through beauty. Don't just describe the product; describe the feeling it's meant to evoke.
• •Use a Serene and Intentional Vocabulary: Consistently use words that align with the brand's values, such as "serene," "mindful," "tranquil," "artistry," "handcrafted," and "unique." Avoid overly aggressive sales language.
• •Maintain a Personal and Authentic Voice: Continue to use a personal tone that makes the customer feel connected to the creator. Phrases like "From our hands to yours" or sharing the inspiration behind a collection can enhance this.
• •Highlight Natural Imperfections: Celebrate the uniqueness of each piece by explicitly mentioning the natural variations and imperfections in the gemstones as a positive attribute, reinforcing the value of authenticity.
• •Focus on the "Why," Not Just the "What": The core message is not just about selling jewelry, but about offering a tool for mindfulness. The copy should always circle back to this deeper purpose – the "why" behind the brand.

Social Perception

Appeals to a niche audience valuing spirituality, mindfulness, and artisanal goods. Consumers seek meaning and story beyond accessories. Perceived as sophisticated, intentional, and inclusive.

Copy Examples

• •Introducing the 'Serenity Collection.' Each piece is a quiet invitation to find the beauty in the present moment. Hand-selected gemstones, designed to be your personal focal point of peace. Discover the art of tranquility.
• •The 'Ocean Jasper' bracelet is more than an accessory; it's a reminder of the earth's artistry. With unique swirls of green and blue, each bead is a miniature landscape for your wrist. Let it ground you, center you, and bring you a moment of peace in your busy day.
• •At Fokal Peace, we believe that beauty is a pathway to peace. In a bustling world, our handcrafted gemstone jewelry offers a quiet space for reflection. Each creation is a piece of wearable art, a focal point to draw your attention to the good, the lovely, and the peaceful. Find your center with us.
• •A Little Piece of Peace, Just for You.
• •Strength in stillness. Our POUR HOMME Klassics collection features bold, natural gemstones designed for the modern man. More than just an accessory, it's a statement of inner balance and quiet confidence. Wear your peace.