Brand Tone

Mystical, gentle, caring, approachable, and personal.

Brand Values

• •Authenticity and Craftsmanship
• •Quality and Ethics
• •Spirituality and Well-being
• •Community
• •Accessibility

Best Practices

• •Use Sensory and Evocative Language: Continue to use descriptive words that appeal to the senses (scent, sight, touch) and evoke feelings of magic, calm, and wonder. Words like "enchanting," "soothing," "radiant," and "mystical" align perfectly with the brand.
• •Tell the Story Behind the Product: For each item, especially handmade ones, briefly explain the intention behind it. Why were these specific stones or scents chosen? What energy or feeling is it meant to invoke? This reinforces the value of craftsmanship and authenticity.
• •Educate Gently: Share knowledge about lithotherapy, crystal properties, or spiritual practices in a simple and accessible way. This positions the brand as a helpful guide, not just a seller, and builds trust with the audience.
• •Maintain a Personal and Caring Tone: Address the community directly using "you" and "your." Frame product benefits around self-care and personal empowerment (e.g., "to help you find calm," "to support your journey"). When responding to comments, remain warm and personal.
• •Stay Visually and Thematically Cohesive: Ensure that the copywriting always complements the brand's mystical and natural aesthetic. Use themes related to the moon, nature, seasons, and astrology to create a consistent and immersive brand world across all platforms.

Social Perception

Perceived as a trustworthy, high-quality boutique for esoteric and wellness products, offering a personal, magical, and enchanting experience. It's seen as a passionate, caring creator of handcrafted items that bring peace and beauty.

Copy Examples

• •Let the flame dance and the scent of wild lavender and calming chamomile fill your sacred space. Our new 'Serenity' candle, hand-poured with soy wax and blessed with amethyst, is here to guide you back to your center. Find your tranquility.
• •Scorpio season is upon us. Embrace your passionate and intuitive nature with our zodiac collection, crafted just for you. Featuring a pivoine and wild berry candle and an apatite bracelet to enhance communication, this set is your perfect cosmic companion. Tag a Scorpio who needs this magic!
• •Adorn your wrist with unconditional love. Our rose quartz bracelet is more than just a jewel; it's a daily reminder to open your heart. Each stone is ethically sourced and chosen for its gentle energy, ready to support you on your journey to self-love and deep connection.
• •A little magic for your inbox. This week, we're exploring the purifying power of selenite. Discover how this crystal can cleanse your space, your aura, and your other stones. Plus, enjoy a 10% discount on all our selenite wands and plates for the next 48 hours. Illuminate your path.
• •Welcome the autumn equinox. As the light shifts, it's time to turn inward. Create a cozy sanctuary with our handmade scented fondants, simmering with notes of spiced pumpkin and cedarwood. Embrace the magic of the season.