Brand Tone

Mysterious, Edgy, Artistic, Confident, Passionate

Brand Values

• •Individuality & Self-Expression
• •Artisanship & Quality
• •Ethical Production & Cruelty-Free
• •Sustainability
• •Authenticity
• •Community (within the alternative scene)

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Mysterious, Edgy, Artistic, Confident, Passionate) and values (Individuality, Artisanship, Ethical Production, Authenticity). Include 'do's and don'ts' for language, specific powerful keywords (e.g., 'shadow,' 'rebellion,' 'handcrafted,' 'unique,' 'ethereal,' 'darkness'), and even sentence structure preferences.
• •Know Your Audience Intimately: Understand the language, slang (if appropriate, though the brand maintains a more elegant alternative tone), and cultural references of the alternative, gothic, and witchy subcultures. The copy should resonate as authentic to them.
• •Storytelling is Key: Weave the brand's story (one-woman, handmade, passion for alternative style) and the story/inspiration behind individual pieces into the copy. This enhances the artistic and handcrafted perception.
• •Consistency Across All Channels: Ensure the tone is consistent from the website product descriptions and 'About Us' page to every social media post, email, and customer service interaction. A distinct and consistent voice builds brand recognition and trust.
• •Evoke Emotion and Sensation: Use vivid, sensory language that appeals to the target audience's desire for self-expression, mystery, and edginess. Instead of just saying 'black necklace,' describe it as 'a shard of midnight' or 'as dark as a raven's wing.'

Social Perception

Niche & Cult Following, Authentic & Independent, Stylish & On-Trend (within its niche), Empowering, Trustworthy

Copy Examples

• •Embrace the twilight. Our new chiropteran charm, meticulously handcrafted from sterling silver, drapes elegantly against the collarbone – a subtle nod to the creatures of the night. Wear your darkness, beautifully.
• •Adorn your armor. Each Luz & Bones piece is a statement, a whisper of your unique power. Handmade. Ethically sourced. For the authentically alternative. #LuzAndBones #AlternativeJewelry #HandmadeGoth #StackYourStyle #Individuality
• •From the forge of individuality, a new, limited collection awakens. These are not mere trinkets; they are talismans for the discerning soul, born from shadow and silver. Once they vanish into the ether, they’re gone forever. Claim yours.
• •Luz & Bones isn't just jewelry; it's an extension of the shadows within, crafted by hand for those who walk their own path. We believe in the power of slow fashion, the integrity of ethical creation, and the untamed beauty of the alternative spirit. This is wearable rebellion, forged with passion.
• •Dare to Adorn. Unique, Handmade Alternative Jewelry. Define Your Darkness.