Brand Tone

Welcoming and Inclusive, Knowledgeable and Passionate, Mystical and Spiritual, yet Modern and Accessible, Community-Focused and Local, Authentic and Mindful

Brand Values

• •Ethical Sourcing and Sustainability
• •Supporting Women and Local Businesses
• •Connection and Kinship
• •Self-Discovery and Well-being
• •Quality and Intention
• •Accessibility and Inclusivity

Best Practices

• •Always Emphasize Connection and Inclusivity: Use warm, inviting language. Address the audience directly ("you," "your journey"). Reiterate that all are welcome, regardless of their current knowledge or beliefs.
• •Highlight Ethical Sourcing and Mindfulness: Regularly mention the "ethically-sourced" nature of crystals and the "mindful" or "intentional" curation of all products. Explain *why* this is important to the brand (e.g., "to carry on the highest of vibes," "respecting Mother Earth").
• •Weave in the "Mystical" with Modern Accessibility: Don't shy away from terms like "energy," "vibration," "ritual," or "mystical," but explain them in simple, relatable ways. Connect these concepts to everyday well-being and self-discovery rather than overly esoteric jargon.
• •Showcase the "Woman-Owned" and "Community" Aspects: Regularly feature the stories of the women artisans behind products (if applicable). Talk about the shop as a local Des Moines hub and a supportive community space. Use phrases like "support local," "women-led."
• •Maintain a Tone of Gentle Guidance and Passion: Let the genuine passion for crystals, vintage items, and intentional living shine through. Offer information and insights as a helpful guide, not a directive authority. The voice should feel like a knowledgeable, trusted friend sharing something they love.

Social Perception

Highly Positive, A Haven and Unique Space, Trusted Source, Community Hub, Aesthetically Pleasing

Copy Examples

• •✨ Welcome this luminous, hand-picked [Crystal Name] to the KIN family. Ethically sourced and radiating pure energy, it’s ready to support your journey towards [mention a benefit, e.g., clarity/peace/creativity]. Discover its magic in-store or online. We believe every piece holds a story and an intention – what will yours be? #KinCrystals #EthicallySourced #IntentionalLiving #DesMoines #CrystalHealing
• •Connect Deeper. Explore Your Energy. ✨ Join our [Workshop Name] workshop and uncover the wisdom within. At KIN, we're more than a shop; we're a community dedicated to mindful self-discovery. All are welcome. [Link to Sign Up] #KinDSM #ModernMystic #Community #SelfDiscovery #DesMoinesEvents
• •Give a timeless treasure a new chapter. 💖 Our curated vintage jewelry collection is filled with unique, quality pieces, each with a story to tell. Sustainably stylish and mindfully chosen by Heather. Visit KIN in the East Village – supporting women-owned, supporting local. #VintageJewelry #KinDSM #SustainableStyle #ShopLocalDSM #DesMoines
• •Elevate your daily ritual with our [Product Name]. Crafted with intention by a woman-led artisan, this [type of product] blends [key ingredients/scents] to invite [desired feeling, e.g., tranquility/joy/focus] into your sacred space. At KIN, we choose goods that carry the highest vibes, mindfully and sustainably. #IntentionalGoods #HighVibes #SupportWomenArtisans #KinCrystals #ModernMysticism
• •See your beautiful energy! ✨ Our popular Kindred Auras photography sessions are booking up! It’s a unique way to explore your energetic field and gain a little insight on your journey. We love connecting with our KIN community through these magical experiences. Check our schedule for upcoming dates – we can’t wait to see your aura! #KindredAuras #AuraPhotography #KinCommunity #DesMoines #MysticalShop