Brand Tone

Charming, Coastal, and Personal

Brand Values

• •Curation and Uniqueness
• •Community and Local Heritage
• •Customer Experience and Service
• •Artistic and Creative Expression

Best Practices

• •Use Evocative, Sensory Language: Incorporate words that evoke the senses and the coastal experience—"salty air," "sun-warmed," "cozy," "charming," "glowing." This reinforces the beachy, relaxed atmosphere of the brand.
• •Emphasize 'Unique' and 'Curated': Consistently use terms like "handpicked," "artisanal," "exclusive," and "one-of-a-kind" to highlight the value of your product selection and differentiate from mass-market retailers.
• •Tell a Personal Story: Weave in the brand's story whenever possible. Mention the "little yellow building," its family roots, and its connection to the local community to build a personal and authentic connection with the audience.
• •Balance 'Local Gem' with 'Nationwide Appeal': Speak directly to the Point Pleasant Beach community with insider references ("beach badges," "the shore"), but always provide context so that online shoppers from anywhere can appreciate the authentic, small-town charm.
• •Maintain a Warm and Welcoming Call-to-Action: End your copy with friendly and inviting phrases. Instead of a simple "Shop Now," try "Come discover your new favorite thing," "We can't wait to see you," or "Find a little wonder to take home."

Social Perception

A beloved and charming local gem, seen as a go-to destination for unique, high-quality gifts with friendly, helpful staff.

Copy Examples

• •Scent your home with the soul of the shore. ✨ Our new Coastal Candles have arrived, with notes of sea salt, driftwood, and wild jasmine. Perfect for bringing that beachy calm indoors, long after the summer sun has set. Stop by our little yellow building or tap to shop online! #StellaELuna #CoastalLiving #JerseyShore #HandpouredCandles #GiftBoutique
• •Hold onto that summer feeling all year long. Our exclusive Beach Badge Collection Tumbler is a tribute to sunny days and sandy toes in Point Pleasant Beach. It’s the perfect companion for your morning coffee or evening iced tea, keeping your favorite drink just right while you dream of the boardwalk. A thoughtful gift for any local or visitor who left their heart at the shore.
• •Inside: A Little Something to Brighten Your Day ✨
• •Art from the heart of our town. ❤️ Did you know Stella e Luna is also the gallery for local artist and our co-owner, Jim Inzero? His latest works capture the light and spirit of the Jersey Shore. Come find a unique piece of art that tells a local story. #SupportLocalArt #PointPleasantBeach #JimInzero #StellaELuna #ArtGallery
• •Just In: New Treasures Have Landed. Discover unique gifts, cozy apparel, and charming home décor, handpicked for you.