Brand Tone

Spiritual, Whimsical, and Authentic

Brand Values

• •Artisanal Craftsmanship
• •Conscious Sourcing
• •Authenticity
• •Spirituality & Well-being
• •Exclusivity

Best Practices

• •Always use "I" and "my" when speaking from the brand's perspective. Continue signing off with personal touches like "" to reinforce the connection between the artist and the customer.
• •In every product description, don't just list the materials. Briefly mention the crystal's intention (e.g., "for clarity," "to protect your energy"). This reinforces the brand's spiritual value.
• •Lean into the "one of a kind" and "handmade" nature of the products. Use phrases like "perfectly imperfect" or "as unique as you are" to turn the variations of handmade items into a key selling point.
• •Address the "sold out" issue head-on in a positive way. Frame it as a sign of artisanal quality, not poor supply. Use emails and social posts to thank customers for their patience and build anticipation for the next limited drop.
• •Continue blending the soft, spiritual language with modern, trendy slang ("baddie energy") where appropriate (like TikTok). This duality is unique and keeps the brand feeling fresh and relevant to its audience.

Social Perception

Highly desirable, authentic, and exclusive artisan brand with high demand, artistic appreciation, and a strong community connection.

Copy Examples

• •Magic is coming.  Our collection of hand-crafted crystal smoke rings is almost here. Each piece was made with loving intent, ready to find its forever home with you. Set your alarms for Friday at 7 PM EST. They will go fast.
• •Embrace your inner light. This one-of-a-kind necklace features a raw, consciously sourced moonstone, known for its connection to divine feminine energy and intuition. Wrapped by hand in sterling silver, it rests close to your heart as a reminder of your own magic. Let it guide you.
• •Restock energy  Your favorite crystal butterfly rings are back for a limited time. Which one is calling to you? #crystaltok #handmadejewelry #spiritualtiktok #witchtok
• •The Forest Floor Collection // Discover unique, handcrafted treasures inspired by the quiet magic of nature. Featuring moss agate, mushroom charms, and earthy tones.
• •Subject: A note from the artist  Hi everyone, Michelina here. I am so full of gratitude for your love and support. As you know, every Stoned by Michelina piece is crafted by my two hands. While this means creations are limited, it also means each one is packed with unique energy just for you. Thank you for your beautiful patience. Keep an eye out for the next drop.