Blockstream Jade copy guide
Open-source Bitcoin hardware wallet for self-custody.
- Keeps name and identity: brand equity plus paid manufacturing molds (Jul 21, aligned).
- Logo lockup change open; needs leadership budget sign-off.
- Consumer tone stays user-friendly; more sophisticated, never enterprise.
Golden rules
Get these right and most copy takes care of itself.
- Call Jade a hardware wallet (standing call, Jul 2026); the signing-device distinction is documented but not enforced in copy.
- Jade stores keys, never bitcoin. Bitcoin lives on the blockchain.
- Never describe Jade's security without open-source. It is the differentiator.
- Write "Jade" for the line. Name a model only for a model-specific claim.
- It is a recovery phrase. Never seed phrase, mnemonic, or backup phrase.
- Bitcoin and Liquid only, framed as a security advantage, never a missing feature.
Who you're writing for
Meet the reader before touching the rules.
Reader: first-time buyers fleeing exchanges to Bitcoiners upgrading hardware; write for security fear, not technical depth.
Assume non-expert: buyers value security and sovereignty but aren't deeply technical; explain impact, skip protocol depth.
Upsell ladder shapes CTAs: Jade Plus, then accessories (JadeLink, Metal SeedQR), then multisig; point each reader to the next rung.
Names
The product names and exactly how to write them.
Write: Jade, Jade Plus, Jade Classic, Jade Core, always capitalized, two words, no article ("Jade Plus supports Liquid").
Default to "Jade" alone; full name only in press releases, partner materials, and advisory openers. Never "the Jade."
Body says "Jade"; split to models only when comparing or pricing. Link store.blockstream.com/products/jade-plus; recommend Jade Plus.
Write "JadeLink": one word, capital L; never "Jade Link" or "jadelink". Use official names on first reference.
Name the third model Jade Core ($99): the entry-tier Bitcoin hardware wallet; launch tagline "Self-custody starts here."
In company boilerplate, write plural "Jade hardware wallets."
Say this, not that
The usage dictionary. When in doubt, search it.
| Topic | Write | Never write | Why |
|---|---|---|---|
| Backup words | recovery phrase | seed phrase · mnemonic · backup phrase · recovery seed | the only approved term |
| Custody | self-custodial · self-custody | non-custodial | retired company-wide |
| Device actions | Select Settings | tap · click on · press on | Jade has physical buttons, not a touchscreen |
| Exfiltration defense | anti-exfiltration | anti-exfil · antiexfiltration | full word in published copy |
| Genuine Check | Genuine Check | "Genuine device check" (may persist in older Help Center copy) | the feature's title; the default in all copy |
| JadeLink | JadeLink | Jade Link · jadelink | the $29 air-gapped USB drive accessory, Jade Plus only |
| Liquid bitcoin | LBTC | L-BTC | no hyphen |
| PIN protection | Blind Oracle | PIN server, in consumer copy | "PIN server" only in advanced or technical contexts |
| QR PIN Unlock | QR PIN Unlock (capitalized) | feature name: air-gapped access via QR | |
| Security descriptions | open-source, in every security claim | security copy that skips it | the primary differentiator |
| Security element | Virtual Secure Element | Jade's secure element (a chip) | the VSE is not a chip; it anchors the open-source story |
| Swaps refund key | child key | rescue key · swap signing key | BIP85 key, timeout-refund path only |
| Temporary Signer | Temporary Signer (capitalized) | stateless access; the phrase is never stored on device | |
| The app's name | the Blockstream app (lowercase "the") | Blockstream Green · Green app · Green wallet | renamed; grep old drafts |
| The paired app | companion app · companion device | wallet app · bare "the app" | |
| Wallet vs account | consumer copy: wallet · enterprise copy: account | mixing the two registers | |
| What Jade is | a Bitcoin hardware wallet | Blockstream's Jade wallet | standing call (Jul 2026): "hardware wallet," not "signing device"; the distinction is documented but unenforced |
| Other coins | Bitcoin and Liquid only, a deliberate security advantage | Jade supports altcoins | frame the focus as the feature |
| What Jade stores | Jade stores your keys | Jade stores your bitcoin | bitcoin lives on the blockchain |
Voice & tone
How the copy sounds, and where the register switches.
Write consumer-first: explain security by user impact, not protocol; shift to developer voice at multisig/Miniscript.
Sound like a knowledgeable friend in Bitcoin security: second person, action-first steps, reassure when funds are at stake.
Frame security as architectural: "extraction is architecturally impossible"; name the mechanism (Blind Oracle, Virtual Secure Element).
Lead advisories with the conclusion: "Blockstream Jade is unaffected by [issue]," then the explanation; sign "Don't Trust. Verify."
No marketing language in support: describe features functionally, no superlatives in help center copy.
@BlockstreamJade, product-casual: 150-200 chars, zero hashtags, memes 1-2x/mo; never name competitors.
@BlockstreamJade emoji: none on product tweets, advisory header only, liberal on giveaways; store link on its own line at launch.
Headings Title Case (H1-H4); Help Center H1 sentence case; UI labels Title Case, sub-text sentence case.
Help center format: numbered steps, bold UI elements, no emoji; never branch models in one step; paths as Options > Device > Bluetooth.
Never write a "choose connection" step for an initialized Jade over USB; that menu is setup and Connect Jade flow only.
Positioning
What to lead with, what to always pair, what never to claim.
These points are an amalgamation of what has been learned so far, from product docs, launches, and reviewer feedback. They are not definitive or authoritative positioning from anyone. Product marketing still needs to clearly define positioning for this product, which will happen in a follow-up.
Lead with security, not gadget: the differentiator is 100% open-source security vs proprietary, unauditable secure-element chips.
Five key messages: open-source; air-gapped QR signing; Virtual Secure Element; native Liquid (only HWW with it); no lock-in.
Frame the model ladder: Jade Plus ($149-$169) flagship; Jade Classic ($79) entry, same firmware/security; Jade Core for first-timers.
Always pair security with privacy: no account, registration, email collection, user database, or telemetry.
Lightning (Jade Plus): "first hardware wallet to interact with Lightning" (Mar 2026); via Liquid swaps, Jade stays offline on receipt.
Never write self-promotional comparison: Blockstream is infrastructure, not hardware; Jade is one expression, not the business.
JadeLink ($29, Jade Plus only): air-gapped firmware updates and transaction signing via USB-C drive; frame as optional.
Claims
What a page or post may cite. Confirm, correct, or kill each row; an unconfirmed claim does not ship.
| Claim | As of | Status |
|---|---|---|
| First hardware wallet to interact with Lightning (Jade Plus, via Liquid swaps) | Mar 2026 | approved |
| The only hardware wallet with native Liquid support | undated | confirm or kill |
| 100% open-source firmware and security model | current docs | approved |
| Prices: Jade Plus $149 ($169 metal), Jade Core $99, Jade Classic $79 | Jul 2026 | approved |
| Same firmware and Blind Oracle security model across all three models | Apr 2026 | approved |
| Core launch tagline: "Self-custody starts here." | Apr 2026 | approved |
Model differentiation
Write model differences on top of the shared baseline, never against it.
| Jade Core · $99 | Jade Classic · $79 | Jade Plus · $149 ($169 metal) | |
|---|---|---|---|
| Position as | The first step: simplest path off an exchange | Lowest price with air-gapped QR and a battery | The flagship; full feature set |
| Lead with | Same security as Plus, simpler device | Same security, smaller device | Camera QR air gap, battery, SD offline updates |
| Recommend when | First exchange exit, budget entry | Air gap or untethered use on a budget | Everything else (the default rec) |
| Never say | A security cut (the removed camera, battery, SD are the simpler path) | Less secure than Plus |
Notepad
Scribble anything: loose thoughts, questions, things that don't fit a pin or a highlight. Saves automatically with the review feedback.