Brand Tone

Whimsical, mystical, and passionate, evoking a sense of wonder, fantasy, and nature, delivered with a personal and grateful voice from the artist.

Brand Values

• •Handmade Artistry
• •Fantasy & Nature Inspiration
• •Niche Community Connection
• •Authenticity

Best Practices

• •Embrace Evocative Language: Always use descriptive, sensory words that transport the audience. Instead of "nice earrings," use phrases like "enchanting," "forged in magic," "whispers of the forest," or "celestial shimmer." This reinforces the mystical brand tone.
• •Tell a Micro-Story: Frame every product and post with a narrative, no matter how small. A pair of earrings isn't just an accessory; it's a "talisman for a quest" or an "artifact from a forgotten tale." This connects back to the core brand value of fantasy inspiration.
• •Maintain a Personal & Grateful Voice: Continue to write captions and posts from Kaitlyn's perspective. Using "I" and expressing gratitude for customer support strengthens the authentic, solo-artist connection that the audience values.
• •Use Consistent Thematic Hashtags: Continue leveraging targeted, niche hashtags like #cottagecore, #renfaire, #fantasyjewelry, and #witchyvibes. This not only improves reach but also solidifies the brand's identity within those communities.
• •Center the Handmade Element: In all communications, subtly remind the audience that every piece is "handmade in small batches." This reinforces the value of artistry and uniqueness, justifying price points and the "sold out" nature of popular items. Phrases like "sculpted by hand," "a touch of human magic," or "perfectly imperfect" can be used.

Social Perception

The Midnight Glen is perceived as a high-quality, trustworthy, and enchanting small business. Customers see the products as beautiful, well-made pieces of "wearable and useable art." The brand has successfully cultivated a loyal following as a go-to source for unique, fantasy-inspired accessories, evidenced by consistent 5-star reviews.

Copy Examples

• •From the heart of an enchanted forest, our new Mossy Sword Dangles are forged for the adventuring spirit. Hand-sculpted with intricate, creeping moss details, each pair is a testament to tales of old. Ready to arm your ears with a little bit of magic? Live in the shop this Friday at 6 PM EST. ✨ #fantasyjewelry #renfaire #dnd #handmadejewelry #themidnightglen
• •Wear Your Story. Handcrafted jewelry inspired by whispered folklore and the magic of the deep woods. Explore our latest collection of wearable art.
• •Celestial Moth Dangle Earrings: Let your style take flight into the cosmos. These handcrafted polymer clay moths are detailed with constellations and shimmer with celestial dust. Lightweight on the ears but heavy with magic, they are attached to nickel-free, gold-plated huggies perfect for sensitive ears. Let them guide you through your day and into the twilight.
• •Making magic you can wear.
• •The Glen is awake... Magic is back in stock! ✨