Brand Tone

Spiritual, Mindful, and Appreciative

Brand Values

• •Artisanal Craftsmanship
• •Authenticity and Natural Beauty
• •Conscious Community
• •Emotional & Spiritual Well-being

Best Practices

• •Lead with "Adorn the Body, Nourish the Soul": Use this tagline and its underlying philosophy as a guiding principle for all copy. Every piece of content should connect the physical beauty of the product with its spiritual or emotional benefit.
• •Use Spiritual and Natural Language: Incorporate words like "healing," "energy," "conscious," "vibration," "talisman," "sacred," "earth," and "natural." This reinforces the brand's spiritual and nature-based identity.
• •Tell the Story of the Stone: Don't just describe the product. Share its origin (e.g., "Sugilite from South Africa"), its perceived properties, and the story of its creation as a hand-carved piece. This highlights the value of authenticity and craftsmanship.
• •Emphasize Community and Connection: Address your audience as a "tribe" or "community." Share customer testimonials and stories to build a sense of shared values and belonging. Frame purchases not just as transactions but as joining a circle of like-minded individuals.
• •Highlight the Artisan "Hand-Made" Element: Consistently remind customers that the jewelry is "hand-carved in our Santa Barbara studio." This differentiates the brand from mass-produced competitors and justifies its premium positioning. Mentioning the founder, Maile, adds a personal, trustworthy touch.

Social Perception

High-Quality, Meaningful, and Trustworthy

Copy Examples

• •Adorn the Body, Nourish the Soul. ✨ Our new Rainbow Moonstone pendants are hand-carved to reveal the magic within. Each flash of blue is a reminder of your own inner light and intuition. Wear it as your talisman, your steadfast, healing friend. Discover the collection and find the stone that speaks to you. #MaileStones #HandCarvedJewelry #RainbowMoonstone #SpiritualAdornment #NourishYourSoul
• •Etch your love in stone. Celebrate a lifetime of love with a gift as enduring as your bond. Our hand-engraved river stones are a beautiful, natural way to mark a wedding or anniversary. Personalized with your names and special date, it's a keepsake that will last forever. #MaileStones #WeddingGift #AnniversaryGift #PersonalizedGift #LoveInStone
• •To our Stone Lover's Tribe, each piece we send out from our Santa Barbara studio is a piece of our heart. We are constantly inspired by the stories you share and the connections you form. Thank you for being part of our community and for honoring the ancient art of hand-carved stones. With love and gratitude, Maile and Team Rock the World.
• •Find your center. These feminine Chiastolite earrings are more than just an accessory; they are a conscious act of self-care. Hand-carved in our studio and paired with a 'helper bead' to amplify its grounding energy, each pair is a unique piece of earth's art. Let them be a gentle reminder of your strength and the power to live your day with intention. #MaileStones #Chiastolite #GroundingEnergy #HandmadeJewelry #ConsciousLiving
• •In an age of faster and cheaper, we consciously choose another way. We stand for art, beauty, and right-relationship with the earth and our community. Every stone we touch is carved by hand with love and intention. Thank you for supporting our journey. #MaileStones #ArtisanMade #EthicalJewelry #Community #Craftsmanship