Brand Tone

Spiritual & Mystical, Artisanal & Handcrafted, Meaningful & Symbolic, Bohemian Chic & Edgy Luxury, Personal & Connected

Brand Values

• •Love & Compassion
• •Spirituality & Enlightenment
• •Protection & Strength
• •Handmade Craftsmanship & Authenticity
• •Individuality & Self-Expression
• •Positive Energy & Well-being

Best Practices

• •Embrace Spiritual Language Authentically: Consistently use words and phrases that evoke spirituality, mindfulness, and positive energy (e.g., 'illuminate,' 'awaken,' 'sacred,' 'energy,' 'vibration,' 'soulful,' 'intention'). Ensure this language feels genuine and aligns with the brand's founding story.
• •Highlight the 'Handmade' & 'Artisanal' Narrative: Continuously emphasize that pieces are handcrafted, made in the USA, and often made-to-order. Use terms like 'artisan,' 'hand-cast,' 'wearable art,' and detail the unique origins of materials when possible.
• •Focus on Meaning and Symbolism: When describing products, go beyond the physical attributes. Explain the meaning behind symbols (dragons, Buddha, Hamsa), the traditional use of specific beads (Mala), and the perceived energetic properties of gemstones.
• •Maintain a 'Bohemian Chic with an Edge' Voice: Balance the spiritual and serene with a touch of the 'rock and roll' or 'edgy luxury' aesthetic. This can be achieved through descriptive adjectives and by showcasing the versatility of pieces that can be both spiritual and stylish.
• •Speak from a Place of 'Love & Light': Ensure the overarching tone is positive, compassionate, and uplifting, reflecting the 'Love is the Answer' philosophy. Copy should make the reader feel understood, inspired, and connected to something greater.

Social Perception

Unique & Artistic, Spiritually Resonant, High Quality & Handcrafted, Meaningful & Purposeful, Trusted by Some High-Profile Individuals, Niche Appeal

Copy Examples

• •Headline: Adorn Yourself in Light. Discover Handcrafted Talismans. Body: Each Turchin piece is more than jewelry; it's a whisper of ancient wisdom, a shield of positive energy. Handmade with intention, designed to illuminate your unique spirit. Find your connection. Call to Action: Explore the Love & Light Collection.
• •Headline: Wear Your Story. Artisan Jewelry, Soulfully Crafted. Body: From our studio to your soul. Turchin Jewelry blends raw, earthly elements with spiritual symbolism. Discover powerful gemstones and handcrafted designs that speak to your journey. Call to Action: Design Your Custom Piece.
• •Headline: Modern Zen. Timeless Protection. Body: Experience the serene strength of our Modern Zen collection. Pyrite for grounding, labradorite for protection, handcrafted into wearable art that balances and empowers. Embrace your inner warrior. Call to Action: Shop Spiritual Glamour.
• •Headline: Beyond Adornment: Jewelry with Purpose. Body: Infused with the spirit of 'Love is the Answer,' Turchin designs carry meaning. Our Compassion Hand pendants and protective dragon talismans are daily reminders of your inner strength and connection to light. Call to Action: Find Your Symbolic Piece.
• •Headline: Handcrafted in the USA. Inspired by the World. Worn by You. Body: Turchin Jewelry unites global inspirations—Tibetan wisdom, ancient symbols, earthly gemstones—with American artistry. Each piece is a testament to unique design and soulful craftsmanship, made to order, just for you. Call to Action: Discover What Moves You.