Brand Tone

Inspirational, gentle, empowering, positive, kind, supportive, conversational, and approachable, aiming to create a feeling of a safe and caring community.

Brand Values

• •Empowerment
• •Self-Acceptance
• •Mindfulness & Positivity
• •Connection & Community
• •Authenticity

Best Practices

• •Lead with Empathy: Always start from a place of understanding. Use gentle, supportive language that acknowledges the user's journey and feelings. Avoid overly aggressive or sales-heavy language.
• •Use "You-Centric" Language: Speak directly to the customer by using "you" and "your." This creates a personal and intimate conversation, making them feel seen and heard.
• •Incorporate Affirmations and Empowering Words: Weave words like "empower," "strength," "worthy," "journey," "reminder," and "resilience" into your copy. This reinforces the brand's core values.
• •Tell a Story: Every product should have a purpose. Explain the meaning behind a symbol or the intention behind a design. This adds emotional depth and value beyond the physical item.
• •Foster Community Through Questions: End social media posts with open-ended questions that encourage reflection and sharing (e.g., "What’s one thing you’ve done for yourself today?"). This builds an engaged and supportive community around the brand.

Social Perception

Perceived as more than a product company, but a movement and source of positive reinforcement. Customers view it as authentic, with products serving as tangible reminders of self-care and empowerment, backed by excellent customer service and product quality.

Copy Examples

• •Wear your strength. Our new 'I Am Enough' necklace is more than just jewelry—it’s a daily promise to yourself. A gentle reminder that you are whole, you are worthy, and you are right where you need to be. ✨ #SelfLove
• •That feeling when your order from SelfLove arrives. 🤍 It's more than a hoodie, it's a hug. Soft, cozy, and embroidered with the reminder you deserve. #selflovehoodie #comfy #unboxing
• •Let this bracelet be your anchor in the storm. Crafted to symbolize resilience and grace, it’s a quiet companion on your journey to inner peace. Every time you glance at it, remember to breathe and honor how far you've come.
• •Subject: A little something for you… Hey [Name], we believe self-love is a practice, not a destination. This week, we invite you to take a moment for yourself. Whether it’s with a warm cup of tea, a quiet walk, or a reminder of your worth, you deserve it. P.S. Here’s a little something to help you on your journey: 15% off your next order.
• •Give the gift of empowerment. Is someone you love going through a tough time? Our pieces are designed to be a symbol of support, a reminder of their inner light. Show them you care with a gift that says, 'I see your strength.' Shop our collection of meaningful jewelry and apparel.