Brand Tone

Spiritual, Mindful, and Approachable

Brand Values

• •Ethical Sourcing
• •Family-Run
• •Education and Passion
• •Community Engagement
• •Quality and Customer Care

Best Practices

• •Always Lead with "Ethical": In every relevant piece of copy, reinforce the commitment to ethical and responsible sourcing. This is a primary value proposition and a key differentiator.
• •Maintain a Personal, "Family-Run" Voice: Use "we" and "our" to create a personal connection. Share the passion behind the brand, as outlined in the founder's story, to build trust and authenticity.
• •Focus on Benefits, Not Just Features: Instead of only describing a crystal's appearance, explain its perceived energetic or spiritual benefits (e.g., "invites tranquility," "promotes clarity").
• •Educate and Share Knowledge: Frame content as an opportunity to share knowledge. Write blog posts, social media captions, or email newsletters that teach customers about the significance and uses of different crystals.
• •Use Warm and Inclusive Language: Employ an approachable and gentle tone. Use words like "discover," "journey," "balance," and "harmony" to create a welcoming space for both new and experienced crystal enthusiasts.

Social Perception

The public and customer perception of Sussex Stones is highly positive. Customers see the brand as trustworthy, reliable, and passionate. They value the quality of the ethically sourced crystals and the personal touch of a family-run business. The brand is perceived as a niche specialist for crystal enthusiasts who care about authenticity and ethical considerations.

Copy Examples

• •Ethically Sourced, Intuitively Chosen. Discover crystals that align with your energy. As a family-run shop in the heart of Sussex, we bring you natural treasures selected with love and respect for the Earth.
• •Find your balance. ✨ Each of our Green Aventurine palm stones is chosen for its unique energy and beauty. Perfect for carrying with you to invite harmony and luck into your day. Tap to shop our ethically sourced collection. #SussexStones #EthicalCrystals #GreenAventurine #SpiritualJourney
• •Invite tranquility into your space with this breathtaking Amethyst geode. Sourced from responsible sellers, its deep purple hues and sparkling points create a sanctuary of calm and spiritual clarity. A perfect centerpiece for meditation and peace.
• •Looking to deepen your mindfulness practice? Our family-run shop offers a curated collection of healing crystals to support your journey. From calming Amethyst to clarifying Selenite, find your perfect energetic match. Free UK delivery over £25.
• •Unboxing our latest arrivals! ✨ We’re so excited to share these ethically sourced beauties with you all. Which one is calling to you? Let us know in the comments! 👇 Shop the full collection on our website. #CrystalTok #EthicalGems #Unboxing #FamilyBusiness