Brand Tone

Spiritual, nurturing, and personal; gentle, supportive, and educational; inspiring and accessible; like a knowledgeable and passionate friend.

Brand Values

• •Quality and Authenticity
• •Ethical & Sustainable Sourcing
• •Customer Connection & Care
• •Spiritual Well-being
• •Community

Best Practices

• •Maintain the Nurturing Tone: Always use warm, supportive, and gentle language. Address the audience personally ("you," "your journey") to maintain the feeling of a one-on-one connection. Avoid overly corporate or aggressive sales language.
• •Lead with Intention and Purpose: Frame products around their benefits for well-being (e.g., "for calming," "to attract abundance") rather than just their physical attributes. This reinforces the core value of spiritual wellness.
• •Incorporate the Founder's Story: Continue to subtly weave Kim’s personal passion and story into communications. This humanizes the brand and strengthens the customer's sense of trust and connection.
• •Emphasize Ethical Values: Regularly and transparently mention the commitment to "ethically and sustainably sourced" crystals in product descriptions, social media posts, and the 'About Us' section. This is a key differentiator and a significant reason why customers choose the brand.
• •Focus on High-Quality Visuals: The current aesthetic is clean, bright, and magical. Consistently use high-quality, professional-looking photos and videos that align with this style across all platforms to maintain a strong and appealing brand identity.

Social Perception

Very positively perceived by customers; viewed as a trustworthy and high-quality source for crystals; customers feel a personal connection; seen as reliable, with beautiful products and a genuine, caring approach to business.

Copy Examples

• •Invite tranquility into your space. ✨ Our new Amethyst clusters have arrived, each one consciously selected for its calming energy and deep, dreamy purple hues. Amethyst is a stone of spiritual protection and purification, known to quiet the mind and soothe the soul. Place one by your bedside for restful sleep or in your living area to create a peaceful sanctuary. Which corner of your home needs this serene energy? Let us know below. 👇 #KrystalAndCo #Amethyst #CrystalHealing #SpiritualWellness #CalmEnergy
• •Curious about crystals but not sure where to start? We’ve made it simple for you. Our consciously curated Crystal Sets are designed with clear intentions, from attracting abundance to promoting peace. Each set comes with a guide to help you connect with your new energy tools. Begin your crystal journey with confidence and love. Shop our Intention Sets today and discover the magic within. [Shop Now] #CrystalBeginner #HealingCrystals #IntentionSetting #KrystalAndCoAustralia
• •Embrace the gentle, nurturing energy of pure love. Our Rose Quartz bracelet is more than just jewelry; it’s a daily reminder to open your heart. Known as the stone of unconditional love, Rose Quartz speaks to all kinds of love, from self-care to romantic partnership. Each bead is consciously sourced and hand-strung, ready to help you attract compassion and release emotional blockages. Wear it to soothe your heart and remember that you are worthy of infinite love.
• •Here at Krystal & co, our connection to the Earth is at the heart of everything we do. That’s why we are committed to ensuring every crystal we offer is ethically and sustainably sourced. We believe the journey of a crystal is part of its energy, and we want you to feel confident that your beautiful pieces have been sourced with respect for our planet and its communities. Thank you for being a part of our conscious circle. With gratitude, Kim & the Krystal & co Team.
• •Consciously Sourced Crystals, Packed with Love. ✨ High-grade, ethical pieces to support your spiritual journey. Free shipping on orders over $120.