Brand Tone

Inspiring, Mindful, and Approachable

Brand Values

• •Mindfulness & Intention
• •Quality & Craftsmanship
• •Authenticity & Uniqueness
• •Positive Impact & Empowerment
• •Community
• •Clean & Ethical Practices
• •Joy & Simplicity

Best Practices

• •Embrace "Mindful" Language: Consistently use words and phrases that evoke peace, intention, manifestation, empowerment, and connection (e.g., "ignite," "manifest," "radiate," "align," "higher self," "positive energy," "sacred space").
• •Tell the "Why": Remind the audience of the purpose behind the products – not just a piece of jewelry or a candle, but a tool for mindfulness, self-care, and joy. Connect products to feelings and aspirations.
• •Maintain an Authentic & Approachable Voice: While spiritual, avoid overly complex jargon. Keep the language clear, warm, and inviting. Share the founder's passion and the handcrafted nature of the items to build connection.
• •Focus on Positivity and Empowerment: Frame messages in an uplifting and encouraging way. The goal is to make the audience feel good, inspired, and capable of positive change.
• •Be Visually and Tonally Cohesive: Ensure that the visuals used alongside copy (on social media, website, emails) align with the mindful, serene, and aesthetically pleasing nature of the brand. The tone of captions should complement the imagery.

Social Perception

Positive Customer Experiences, Appreciation for Mindful Aspect, Seen as Giftable, Trusted Brand, Valued for Uniqueness, Woman-Owned & USA-Made

Copy Examples

• •For a new crystal candle: "Ignite your intentions. ✨ Our new 'Serene Spirit' candle, hand-poured with soy wax and infused with calming amethyst, is here to guide you to your center. Let its gentle glow and soothing lavender-chamomile scent create a haven of peace in your sacred space. What are you manifesting today? #JaxKelly #MindfulMoments #CrystalEnergy"
• •For a popular earring style: "Adorn yourself with intention. Our Luna Gold Hoops aren't just jewelry; they're a reminder of your inner light and the unique magic you bring to the world. Handcrafted with love and designed to be your everyday 'sister', shining as brightly as you do. Tap to embrace your radiance. #JaxKellyJewelry #MadeToManifest #SelfLoveJourney"
• •Instagram caption for a lifestyle image featuring products: "Pause. Breathe. Reconnect. 🌿 In the quiet moments, we find our strength. Let JaxKelly be a small reminder to infuse your day with peace, love, and a touch of magic. Our pieces are crafted to help you feel connected to your higher self, one beautiful intention at a time. #ElevateYourEnergy #JaxKellyVibes #MindfulLiving"
• •Email subject line for a new collection: "Unlock Your Inner Magic ✨ Discover New Arrivals from JaxKelly!" Email body snippet: "Hello [Customer Name], At JaxKelly, we believe in the power of intention. Our newest collection is lovingly handcrafted to help you manifest your dreams and embrace your unique journey. Each piece, from radiant crystal necklaces to soul-soothing candles, is designed to fill your life with peace, love, and positive energy. Explore the collection and find what speaks to your spirit."
• •Website banner for Shower Affirmations™: "Start Your Day Inspired. ✨ Wet, stick, and manifest with our reusable Shower Affirmations™. Let positive intentions flow as easily as water, empowering you from the moment you rise. #JaxKelly #ShowerAffirmations #PositiveMindset"