Brand Tone

aspirational, spiritual, and feminine

Brand Values

• •Authenticity & Craftsmanship
• •Customer-Centricity
• •Accessibility

Best Practices

• •Lead with the 'Why': Always connect the jewelry back to its core values —handmade quality, Parisian origin, and the specific virtues of the stones. The story is as important as the product.
• •Use Evocative and Sensory Language: Employ words that evoke feelings of elegance, calm, and spirituality. Terms like "benevolent," "inspire," "calming energy," "delicate," and "luminous" will reinforce the brand tone.
• •Emphasize Scarcity and Uniqueness: Consistently use phrases like "limited series," "unique piece," and "handcrafted" to highlight the value and artisanal nature of the products, creating a sense of exclusivity.
• •Maintain a Balance of Aspirational and Accessible: While the tone is aspirational ("Parisian atelier," "fine gold"), the language should remain welcoming and clear. Mentioning durable materials like stainless steel can appeal to a practical audience without diminishing the brand's core identity.
• •Be Consistent Across All Channels: Ensure that the spiritual, aspirational, and feminine tone is reflected everywhere, from the brief captions on Instagram to the detailed product descriptions on the Shopify store and customer service interactions. This creates a cohesive and trustworthy brand experience.

Social Perception

The public perception of TOURMALYN appears largely positive, particularly within the wholesale market where it has high ratings. This includes positive customer feedback and a strong niche appeal for consumers seeking handmade, unique, and spiritually-inclined jewelry.

Copy Examples

• •Handcrafted in our Paris atelier, each piece in our new collection holds a story. Featuring Rose Quartz, the stone of universal love, to invite compassion and calm into your everyday. Discover the full series, available in limited quantities. #HandmadeJewelry #ParisianCreator #GemstoneMagic
• •Let the calming energy of Blue Agate inspire your expression. Our 'LIMA' earrings are handcrafted with carefully selected stones, each unique in its pattern and hue. Set in fine-gold gilt, these delicate pieces are designed to be as resilient and beautiful as you are. Limited series.
• •TOURMALYN was born from a love for natural beauty and authentic craftsmanship. In our Parisian workshop, we transform ethically sourced gemstones into more than just jewelry—they are daily companions, imbued with virtues to protect, inspire, and empower. Each piece is a testament to the art of handmade creation.
• •More than an accessory, it's a feeling. Our Tourmaline bracelets are designed not just to adorn, but to balance and protect. Feel the grounding energy of natural stones, handcrafted with intention in Paris. Find your perfect piece and enjoy 15% off your first order.
• •A Touch of Paris, A Hint of Magic ✨ Inside: Our New Gemstone Virtues Collection