How do we Choose Businesses to Award and Recommend?
Crystalline’s Criteria & Selection Process
We believe women deserve more than convenience- they deserve care that is intentional, elevated, and deeply felt.
Every business in the Crystalline Directory has been reviewed against a set of thoughtful standards that center women’s needs. Whether a business is Recommended or receives the Crystal Award, each one has been chosen because of how it supports women beyond the surface.
Recommended Business Criteria
Initial eligibility for being included in the Directory.
To be listed as a Recommended Business, a company must meet at least 1 of the following 10 criteria. The more criteria a business meets, the stronger its placement within the Recommended list:
Family or Mother-Focused Offerings: Supports mothers, families, or children.
Ethically Sourced / Sustainable: Demonstrates conscious sourcing or sustainability.
Woman-Owned or Co-Owned: Identifies as women-owned or is WBENC certified.
Supports Women’s Well-Being or Growth: Offers services for women’s health, empowerment, or success.
Kid-Friendly or Family-Inclusive: Accommodates families with thoughtful design or services.
Beauty, Wellness, or Self-Care Focus: Prioritizes women’s wellness, beauty, or mental health.
Locally Owned / Boutique: Independently or locally owned, not a major chain.
Feminine or Empowering Brand Voice: Uses nurturing, intuitive, or empowering language.
Flexible or Remote Services: Offers delivery, mobile, or virtual options to meet women where they are.
Women-Centered Partnerships or Community Efforts: Hosts women’s events or partners with female-led causes.
Recommended Businesses receive a Crystalline sticker, a digital PDF asset for promotion, and are listed in the Directory after Crystal Award recipients.
The Crystal Award
For businesses that go beyond surface-level alignment.
Some businesses take their care for women further — and those are the ones that receive the official Crystal Award.
The Process Includes:
Completion of the same Crystalline application as all businesses
Submission of business documents (licenses, certifications, insurance)
Review of verified customer feedback and public reputation
Safety and credibility research
A live interview with a Crystalline evaluator
Optional Founder Visit: businesses may invite the Founder to personally experience their offering. If accepted, this is noted on their Directory listing and may be shared on Crystalline’s social channels.
Recognition Includes:
Premium placement in the Crystalline Directory
Crystal Award sticker for display
Branded digital PDF asset to promote recognition
Access to future Crystalline-led opportunities, such as features, partnerships, and gifting
Why This Matters
Women drive 85% of consumer purchasing — yet many businesses fall short in meeting their needs with true care and consideration.
The Crystalline Directory helps raise the standard by highlighting businesses that:
Create environments where women feel safe and respected
Anticipate emotional and physical needs across life stages
Offer clarity and thoughtfulness instead of condescension
Reflect women’s values, not just their wallets
For women, this means confidence in the businesses they choose.
For businesses, it means visibility, trust, and credibility with the most powerful consumer group in the market.
Crystalline makes it simple: women find businesses they can trust, and businesses that care for women get the recognition they deserve.
