Brand Tone

Personal, gentle, and appreciative.

Brand Values

• •Handcrafted Quality
• •Personal Connection
• •Ethereal & Minimalist Aesthetics
• •Playful Creativity
• •Exclusivity and Anticipation

Best Practices

• •Always Write from "We": Maintain the personal, two-founder narrative by consistently using "we" (referring to Miki and Aki). Share thoughts, inspirations, and gratitude as a team to reinforce the brand's core story.
• •Tell the Story of the Craft: Emphasize the "how." Use descriptive words like "hand-molded," "hand-blended," and "handcrafted" to constantly remind customers of the products' artisanal value and the human touch behind them.
• •Use Gentle and Evocative Language: Employ a soft, ethereal vocabulary. Words like "shimmer," "whisper," "dew," "light," and "spark" align with the product aesthetic and create a consistent, dreamy mood.
• •Foster a Sense of Community and Gratitude: Regularly and genuinely thank your customers. Respond to comments and reviews personally. Phrases like "Your review made our day" and "Thanks to you!" build a loyal community that feels seen and appreciated.
• •Balance Minimalism with Playfulness: While the aesthetic is minimalist, the copy should encourage interaction. Use the "Wear and Play" tagline to invite customers to experiment and share their own stylings, fostering engagement and user-generated content.

Social Perception

Highly positive. Perceived as a trusted, beloved artisan brand with a compelling story. Customers praise beauty, quality, and personal service, often leaving 5-star reviews.

Copy Examples

• •A whisper of shimmer for your everyday. ✨ Introducing the ‘SHITATARI’ hoop, a little piece of light, hand-molded by Miki in Japan and sent with love from us to you. We dreamed of a design that felt like morning dew. We hope you love it. Our monthly order window opens this Friday. #maisonmiak #WearAndPlay
• •Simple, yet stunning. The YOTSUYU huggies are designed to be a quiet statement, a second-skin piece you’ll forget you’re wearing but everyone else will notice. On their own, they offer a touch of minimalist grace. Paired and played with other pieces from your collection, they become the foundation for your unique style story. Handcrafted with care, designed by Miki & Aki to bring a little spark to your daily moments.
• •A little secret… our July window is almost here.
• •Each order feels like sharing a little piece of our story. Thank you. #maisonmiak #smallbusiness #handcraftedjewelry
• •Designed across oceans, handcrafted for you. Discover the story of Miki & Aki.