Brand Tone

Serene, Spiritual, and Intentional. The language is calm, gentle, and soothing, rich with metaphysical terms, and communicated with purpose and care.

Brand Values

• •Connection to Nature
• •Mindfulness & Well-being
• •Authenticity & Quality
• •Ethical Consideration
• •Minimalist Aesthetic

Best Practices

• •Use a Gentle & Evocative Vocabulary: Consistently choose words that are soft, calming, and spiritual. Use terms like "luminous," "whispers," "radiates," "sacred," "cleanse," and "align" instead of overtly commercial language.
• •Focus on the Feeling, Not Just the Feature: Instead of saying "This crystal is 5cm tall," describe the feeling it evokes: "Hold this palm stone to feel its grounding weight, a small anchor in a busy world." Connect the physical product to an emotional or spiritual benefit.
• •Tell the Stone's Story: Briefly explain the perceived metaphysical properties and origins of each crystal. This adds value and depth, positioning the brand as knowledgeable and the products as more than just decorative objects.
• •Ask Reflective Questions: In social media captions and emails, engage the community by asking introspective questions. For example, "How do you create moments of calm in your day?" or "What intention are you setting for the week ahead?" This fosters a community around shared values.
• •Maintain Visual and Verbal Harmony: Ensure the clean, minimalist, and natural aesthetic of the photography is always matched by the copy. The words should feel as uncluttered, serene, and intentional as the images look.

Social Perception

OF THE EARTH. is perceived as a trusted and high-quality source for authentic spiritual tools. Customers view the brand as genuine, passionate, and a guide in the spiritual wellness space, appreciating the quality, 'good energy,' and personal touches in their offerings.

Copy Examples

• •Let the gentle, loving energy of Rose Quartz fill your space. This beautiful raw cluster is a reminder to lead with your heart, to practice compassion, and to find beauty in softness. A stone not for just attracting love, but for *becoming* it. Place it in your home to invite warmth and soothe the soul.
• •The Guardian Stone. Our Smoky Quartz points are hand-selected for their clarity and grounding presence. A powerful cleanser of negative energy, this stone works to gently neutralize your space, helping to relieve tension and anxiety. Let it be an anchor for your energy, connecting you back to the steadfast strength of the earth. Ethically sourced from Brazil.
• •A moment of peace, delivered.
• •Intentional tools for your ritual. Consciously-sourced crystals and wares for a mindful life.
• •Seeking clarity in your meditation practice? Our Clear Quartz wands are chosen to help amplify intention and clear mental fog. Connect with a deeper sense of self. Explore mindful tools from OF THE EARTH.