Brand Tone

welcoming, spiritual, and community-oriented

Brand Values

• •Customer Service and Dependability
• •Community
• •Quality and Uniqueness
• •Local Identity

Best Practices

• •Embrace "We" and Personal Stories: Always write from the perspective of the family/team behind the brand. Use "we" and "our" to create a collective feel. Share small anecdotes, like "We were so excited when this shipment arrived..." to maintain the personal, family-run business feel.
• •Focus on Feeling and Energy: Instead of just listing physical properties, describe how the crystals feel or the energy they bring. Use emotive and sensory words like "calming," "vibrant," "soothing," "powerful," and "grounding."
• •Prioritize Community Interaction: Frame your copy as a conversation. Ask questions ("What crystal are you connecting with today?"), encourage comments, and always mention the next community event, like the Facebook Live sale.
• •Keep it Accessible and Welcoming: Avoid overly complex metaphysical language that could alienate beginners. Explain concepts simply. Ensure the tone is always encouraging and supportive, positioning the brand as a friendly guide into the world of crystals.
• •Highlight the "Hand-Selected" Value: Consistently use phrases like "hand-selected," "personally chosen," and "unique pieces" to reinforce the brand's core value of quality and care, setting it apart from larger competitors.

Social Perception

Based on their online strategy, Shevron Crystals is perceived as a trusted, local, and family-operated business for crystal enthusiasts in New Zealand. The live sales model fosters a transparent and personal relationship with customers, who can see the exact product they are buying and interact directly with the owner. This builds a strong sense of trust and loyalty. Customers likely view the brand as reliable and the products as being personally vetted for quality, which is a significant differentiator from larger, impersonal online retailers.

Copy Examples

• •✨ Just In! ✨ A stunning new collection of Amethyst clusters has just arrived, each one hand-selected by Sheryl for its deep purple hue and calming energy. Perfect for bringing a sense of peace to any space. Join our Facebook Live this Wednesday at 7 PM to see them up close and claim your favourite!
• •Connect with the grounding energy of Smoky Quartz. This beautiful, energy-exuberating tower is perfect for dissolving negativity and promoting a sense of stability. A perfect companion for your meditation corner or workspace. Tap to shop or see more via the link in our bio. #ShevronCrystals #NZCrystals #GroundingEnergy #SmokyQuartz
• •See It Live, Love It, Claim It! Our Weekly Crystal Sale Happens Every Wednesday. Don't Miss Out on New & Unique Hand-Selected Pieces.
• •(Video shows a crystal being unveiled from a silk cloth) On-screen text: You've never seen a Labradorite flash like this... ✨ Caption: This incredible Labradorite tower is waiting for its forever home. Available now on the website! #crystaltok #labradorite #crystalshopnz #shevroncrystals
• •Subject: A Little Sparkle For Your Inbox ✨ Hi Crystal Family, Thank you for being such a wonderful part of our community. This week, we're so excited to share a special range of Rose Quartz carvings, perfect for gifting or adding a touch of love to your own collection. As always, each piece was chosen with care, just for you. Explore the collection here.