Brand Tone

Spiritual, educational, and friendly; mystical yet approachable. The language is gentle and empowering, guiding customers on their spiritual journey, and establishing a calming, supportive, and authentic voice.

Brand Values

• •Ethical Sourcing
• •Accessibility & Affordability
• •Healing & Wellbeing
• •Authenticity
• •Quality

Best Practices

• •Always Lead with Intention: Start every piece of copy by considering the feeling or purpose behind the crystal. Use words like "calm," "empower," "clarify," and "protect" to connect the product to a tangible benefit for the user's wellbeing.
• •Use Spiritual and Gentle Language: Incorporate words like "divine," "sacred," "energy," "vibration," "journey," and "soul" to maintain the mystical tone. Keep the language supportive and friendly, never prescriptive.
• •Educate, Don't Just Sell: Frame product information as a learning opportunity. Explain the properties and suggested uses of a crystal, as seen in their product descriptions, to empower the customer to make an informed and personal choice.
• •Maintain Transparency about Sourcing: Regularly mention the "ethically sourced" value in copy where appropriate. This reinforces a core brand promise and builds trust with an audience that prioritizes conscious consumerism.
• •Channel the Founders' Voice: Write as if you are sharing a personal passion, just as the founders do. Use "we" and "you" to create a direct and personal connection, making the brand feel like a trusted friend in the spiritual community.

Social Perception

Perceived as a trustworthy and passionate brand, highlighting ethical sourcing and fair pricing. Seen as a good choice for quality items and professional service, acting as a helpful guide for those new to crystals.

Copy Examples

• •Feel the gentle hum of universal love. ✨ Our new Rose Quartz has arrived, each piece ethically sourced and pulsating with compassionate energy. Perfect for opening your heart chakra or simply inviting more softness into your space. Let it remind you that you are worthy of all kinds of love. Tap to shop and welcome it home.
• •Embrace new beginnings with the magic of Moonstone. A stone of divine feminine energy, it calms emotional waves and strengthens your intuition, guiding you through life's cycles with grace. Each of our Moonstone pieces is hand-selected for its unique flash and energy. Let this be your anchor in the ebb and flow, a reminder of your inner strength and growth.
• •(Video shows a person placing a Black Tourmaline crystal near a laptop) Text on screen: "Feeling drained by your screen? 🖥️➡️✨" Caption: "Tech-heavy day? Keep a piece of Black Tourmaline on your desk. This powerful grounding stone helps absorb electromagnetic frequencies and shields your aura from negative energy. Your personal energy protector! #crystalhealing #blacktourmaline #witchtok #spiritualtiktok"
• •A sign from the universe? ✨ Our latest crystals are here.
• •Ethically Sourced, Intuitively Chosen. Crystals for your soul's journey. Find your energetic match today.