Brand Tone

friendly, whimsical, and engaging

Brand Values

• •Individuality and Self-Expression
• •Customer Engagement and Connection
• •Joy and Surprise
• •Accessibility

Best Practices

• •Embrace Whimsy and Enthusiasm: Use exclamation points appropriately, emojis where suitable (especially on social media), and enthusiastic language that conveys excitement (e.g., "dazzling," "magic," "sparkle").
• •Maintain a Friendly and Approachable Voice: Address the audience directly (using "you" and "your"). Keep language relatively informal and conversational, as if speaking to a friend.
• •Highlight the "Surprise" and "Mystery": Consistently incorporate words and phrases that evoke curiosity, excitement, and the joy of discovery, especially when promoting mystery items.
• •Connect with Individuality: Use language that empowers and celebrates uniqueness, echoing the founder's sentiment that "every girl shines."
• •Be Transparent and Engaging: When issues arise, address them openly and with a helpful tone, similar to the interactions seen on TikTok. Encourage interaction by asking questions and inviting customers to share their experiences.

Social Perception

Positive, Engaged Community, Trust (with some caveats)

Copy Examples

• •Unbox your sparkle! ✨ Our Mystery Jewelry Ball is packed with surprise treasures waiting to make you shine. What will you discover?
• •Shine bright like the unique crystal you are. Our handcrafted pieces are designed to celebrate your individual glow. Find your new favorite today!
• •From our hands to yours, with a little bit of magic. See your order come to life on TikTok! #CrystalNexusSurprise
• •Tired of the ordinary? Embrace the unexpected. Crystal Nexus: You bring the ideas, we provide the dazzling surprises. 🎁
• •Every piece tells a story. Start yours with a touch of mystery and a whole lot of sparkle. Shop Crystal Nexus jewelry.