Brand Tone

A blend of academic reverence, gothic romanticism, and personal passion, leaning into a dark, melancholic, and antique aesthetic with evocative language.

Brand Values

• •Respect for Nature
• •Ethical Practices
• •Artistic Craftsmanship
• •Celebration of the Macabre and Melancholic
• •Community Connection

Best Practices

• •Use Evocative and Romantic Language: Employ words like "ephemeral," "ethereal," "melancholy," "reverence," "stillness," and "curiosity" to maintain the gothic, romantic tone.
• •Always Mention "Ethical Sourcing": This is a core value and a key differentiator. Reinforce this in product descriptions, social media bios, and the "About" page to build trust and appeal to conscious buyers.
• •Weave in Educational Elements: Briefly share facts about the species or the artist's process. This leverages the brand's academic undertones and adds value beyond the product itself.
• •Embrace the Aesthetic: Use descriptive language that paints a picture consistent with the visual brand —mention "shadows," "jewel-tones," "antique frames," "cabinets of curiosities," and "Victorian decor."
• •Maintain a Personal Connection: Continue to write in a way that reflects the passion of a single artist. Use "I" in blog posts or "Meet the Maker" sections and express gratitude to the community to keep the brand feeling personal and authentic.

Social Perception

Highly regarded within its niche community for its positive, high-quality, and unique offerings. Customers appreciate the craftsmanship, ethical practices, and the educational value of the items, seeing the brand as a source of beautiful and unique items that reflect a genuine passion for entomology and nature.

Copy Examples

• •Behold the midnight jewel, the Blue Carpenter Bee. Preserved under glass, its iridescent form captures a fleeting moment of natural wonder. A lifetime of buzzing through sunlit gardens, now held in eternal stillness for your cabinet of curiosities. Ethically sourced and handcrafted with reverence. Link in bio.
• •Insect Mother: Where Nature's Ephemeral Beauty is Preserved for Eternity. Explore our collection of handcrafted curiosities and ethically sourced specimen art.
• •The 'Forgotten Lullaby' features a real Madagascar Sunset Moth, framed in reclaimed wood. Each vein on its wings tells a story of a life lived wildly and freely. A piece of poetic, natural history for the discerning collector, this specimen brings a touch of melancholic elegance to any reading room or mantlepiece. All specimens are prepared with the utmost respect for their origins.
• •Founded by artist and naturalist Marinea Heindel, Insect Mother offers a curated collection of art and jewelry that honors the intricate beauty of the natural world. From ethically sourced insect specimens to mourning-inspired decor, each piece is a bridge between science, art, and the Victorian sentiment of remembrance.
• •New Arrivals for the Darkly Inclined Soul...