Brand Tone

Elegant & Luxurious, Trustworthy & Reputable, Personal & Approachable, Expert & Knowledgeable, Community-Oriented

Brand Values

• •Legacy & Tradition
• •Quality & Craftsmanship
• •Exceptional Customer Service
• •Integrity & Honesty
• •Community Involvement
• •Passion for the Craft

Best Practices

• •Emphasize Heritage and Trust: Consistently weave in the family-owned aspect and decades of experience to build confidence and underscore reliability. Phrases like "Since 1945," "Three generations of," "Trusted by families for..." reinforce this.
• •Use Elegant and Evocative Language: Reflect the luxury nature of the products with sophisticated vocabulary. Words like "exquisite," "timeless," "unparalleled," "bespoke," and "artistry" elevate the brand perception.
• •Maintain a Warm and Personal Approach: Even when discussing high-value items, infuse warmth. Focus on the emotional aspect of jewelry – celebrating milestones, creating memories, expressing love. Use "you" and "your" to speak directly to the customer.
• •Highlight Expertise with Clarity: Communicate knowledge and craftsmanship without being overly technical or alienating. Explain the value of gemologists, custom design processes, and quality materials in a way that assures customers of the superior standard.
• •Showcase Community Connection: Regularly mention community involvement and values beyond retail. This humanizes the brand and resonates with customers who appreciate businesses with a social conscience.

Social Perception

Highly Respected & Trusted, Provider of High-Quality Luxury Goods, Customer-Focused, Community Pillar, Reliable & Professional

Copy Examples

• •Headline: For Generations, We've Crafted More Than Jewelry. We've Crafted Memories. Body: At Gunderson's, your story is our inspiration. For over 75 years, our family has been dedicated to helping yours celebrate life's most precious moments with timeless elegance and unparalleled craftsmanship. Discover the Gunderson's difference.
• •Headline: The Art of Saying 'Yes,' Perfected. Body: Finding the perfect engagement ring is a journey we cherish. Our expert gemologists and designers are here to guide you, offering an exquisite selection and bespoke services to create a symbol of your unique love. Trust Gunderson's to make your moment unforgettable.
• •Headline: Legacy, Luxury, and a Lifetime of Trust. Body: As a third-generation family jeweler, Gunderson's is built on a foundation of integrity and a passion for excellence. Experience our curated collections and the personalized service that has made us the Midwest's most trusted name in fine jewelry.
• •Headline: Beyond the Sparkle: A Commitment to Our Community. Body: Gunderson's Jewelers believes in the beauty of giving back. For decades, we've been proud to support the communities that have welcomed us. When you choose Gunderson's, you choose a jeweler that cares.
• •Headline: Your Vision, Our Artistry. Exquisite Custom Design at Gunderson's. Body: Imagine a piece of jewelry as unique as you are. Our master jewelers collaborate with you, transforming your ideas into breathtaking reality with meticulous attention to detail and the finest materials. Let's create your heirloom.