Brand Tone

Inspirational, spiritual, and serene; gentle, positive, and affirming; knowledgeable yet approachable, positioning the brand as a gentle guide.

Brand Values

• •Wellness and Self-Care
• •Spirituality and Mindfulness
• •Authenticity and Natural Beauty
• •Empowerment
• •Quality and Craftsmanship

Best Practices

• •Use "You" and "Your": Address the customer directly to create a personal and intimate connection. Frame the product benefits around their personal journey and well-being.
• •Focus on Feeling, Not Just Features: Instead of just listing the type of stone and its dimensions, describe the feeling or energy it is meant to evoke (e.g., "calming," "protective," "uplifting").
• •Maintain a Serene and Positive Vocabulary: Use words like "discover," "illuminate," "nurture," "balance," and "align." Avoid urgent or high-pressure language such as "hurry," "last chance," or "sell out."
• •Educate Gently: Share knowledge about the crystals' properties and origins in a way that is accessible and inspiring, not overly technical or dogmatic. Position the information as an invitation to learn more.
• •Ensure Visual and Textual Harmony: The clean, minimalist aesthetic of the visuals should be mirrored in the copy. Keep sentences clear, concise, and with plenty of white space to feel uncluttered and easy to read, reflecting the brand's overall sense of calm.

Social Perception

A boutique, niche provider of specialized jewelry, perceived as calm, trusted, and aesthetically pleasing by customers interested in spirituality, mindfulness, and alternative wellness practices.

Copy Examples

• •Introducing The Aura Collection. Each piece is intentionally crafted to align your energy and illuminate your spirit. Discover the stone that speaks to you and wear your wellness.
• •Find your calm in the chaos. Our Amethyst pendant is more than just jewelry; it's a touchstone for tranquility and clarity. Let its soothing energy guide you through your day.
• •Reminder: Your peace is a priority. Take a moment to breathe, reconnect, and adorn yourself with energy that nurtures your soul. You are worthy of this quiet moment.
• •A gift for your spirit. For a limited time, receive a complimentary selenite charging wand with any purchase over $100. Cleanse your space, your mind, and your crystals.
• •WROSE was born from a desire to connect with the earth's quiet magic. We believe that the right crystal can be a powerful ally on your journey to wellness and self-discovery. Each mineral in our collection is chosen with intention, to bring a little piece of serenity into your life.