Brand Tone

Spiritual, romantic, and gentle. The language is personal, heartfelt, and imbued with magic and wonder, reflecting authenticity and passion through the owner's story.

Brand Values

• •Spirituality and Healing
• •Connection to Hawaii
• •Handmade Artistry
• •Love and Romance
• •Feminine Power

Best Practices

• •Always lead with emotion and spirituality: The primary focus should be on how the jewelry makes the wearer feel, rather than just its physical attributes.
• •Incorporate Hawaiian words and concepts: Consistently using terms like "Aloha," "Mahalo," and "MANA" will reinforce the brand's identity and connection to Hawaii.
• •Maintain a personal and heartfelt voice: Writing from Masami's perspective, even in general marketing copy, will preserve the brand's authentic and passionate tone.
• •Use storytelling: Share the stories behind the materials (e.g., the legend of the sunrise shell) and the inspiration for the collections to create a deeper connection with the audience.
• •Focus on a soft and magical aesthetic: Both the language and the accompanying visuals should always reflect the brand's gentle, romantic, and ethereal nature. Consistency in the color palette and imagery on social media is key.

Social Perception

Positive, especially within its niche, primarily Japanese-speaking audience. Customers perceive the jewelry as beautiful and energetically potent, reporting positive emotional and life-changing effects. The brand's perception in the wider international market is still largely undefined due to limited English-speaking footprint.

Copy Examples

• •Adorn yourself with the magic of the Pacific. Our 'Siren's Song' necklace, handcrafted with a rare sunrise shell and infused with Hawaiian MANA, is more than just jewelry—it's a call to your inner goddess. Let its gentle energy guide you to love and healing.
• •Let the ocean's whispers heal your heart. Each of our 'Mermaid's Tears' earrings is a testament to the love and magic that surrounds us. Hand-wrapped with intention, may they bring you the peace and serenity of a Hawaiian sunrise. #MasamiHawaii #HealingJewelry #MadeInHawaiiWithLove
• •Begin your forever with a touch of island magic. Our 'Mermaid Wedding' collection is designed for the bride who is guided by her heart and the spirit of aloha. Each piece is a promise of love, blessed by the Hawaiian sea.
• •I believe that every shell holds a story, every crystal a vibration. When I create, I pour my love and the healing energy of Hawaii into each piece. My hope is that my jewelry becomes a talisman of love and light for you. - With love, Masami.
• •What is MANA? In Hawaii, it's the spiritual life force that flows through all things. We cleanse and bless each piece of jewelry in the Hawaiian sunlight and sea, infusing it with this powerful energy to bring you love, luck, and aloha.