Brand Tone

Enchanting & Mystical, Feminine & Empowering, Artisanal & Passionate, Approachable & Friendly

Brand Values

• •Uniqueness & Individuality
• •Natural Beauty & Materials
• •Craftsmanship
• •Meaning & Purpose (Spiritual/Well-being)
• •Customer Satisfaction

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key brand voice keywords (e.g., mystical, empowering, handcrafted, natural, unique), approved terminology (e.g., 'gemstone energies' vs. 'magical powers' - depending on desired nuance), and example phrases that reflect the tone. This ensures everyone creating content is aligned.
• •Storytelling Around the Stones: Consistently weave narratives about the origin, perceived properties, or inspiration behind each gemstone and design. This reinforces the mystical and meaningful aspects of the brand.
• •Emphasize the 'Handmade' and 'Natural' Aspects: In product descriptions, social media posts, and 'About Us' sections, regularly highlight that the jewellery is handcrafted and features genuine, natural stones. This speaks to the values of craftsmanship and authenticity.
• •Engage with a Personal and Empathetic Touch: When responding to customer inquiries or comments on social media, maintain a warm, approachable, and slightly enchanting tone. Use language that makes customers feel understood and special.
• •Visual Consistency Reinforces Tone: Ensure that photography and visual elements across the website and social media align with the brand's tone – think ethereal, natural, beautifully lit, and showcasing the unique details of the stones and craftsmanship.

Social Perception

Customers generally perceive Secret Stones as a provider of beautiful, unique, and aesthetically pleasing jewelry. The use of natural stones is a significant draw. The handmade nature of the jewelry is often recognized and valued. A segment of the audience is attracted to the described meanings and energetic properties of the gemstones. Seen as a Good Source for Gifts. Emerging Brand with Growing Trust.

Copy Examples

• •Headline: Adorn Yourself in Magic. Discover the Secret Within Our Stones. Body: Each piece in our collection is handcrafted with intention, bringing forth the unique energy of natural gemstones. Find the whisper of the earth, and let your spirit shine.
• •Headline: More Than Just Jewellery. It's Your Story, Etched in Stone. Body: Unlock your inner radiance with Secret Stones. Our artisans pour passion into every creation, selecting stones that resonate with power, grace, and individuality. What will your stones say about you?
• •Headline: Feel the Connection. Natural Gemstones, Crafted for Your Soul. Body: From the serene depths of amethyst to the vibrant energy of citrine, our jewellery is a bridge to the earth's natural wonders. Elevate your everyday, empower your being.
• •Headline: Unique by Nature, Unique By Design. That's the Secret Stones Promise. Body: Why blend in when you were born to stand out? Our handmade gemstone jewellery is created for the woman who embraces her distinct path and celebrates her own beautiful energy.
• •Headline: Gift the Extraordinary. Give a Whisper of Enchantment. Body: Looking for a gift that speaks from the heart? A Secret Stones piece is more than an accessory; it's a token of love, a charm of protection, a reminder of inner strength. Wrapped in velvet, ready to inspire.