Brand Tone

Knowledgeable & Educational, Approachable & Friendly, Elegant & Sophisticated, Trustworthy & Transparent, Passionate

Brand Values

• •Education & Transparency
• •Quality & Craftsmanship
• •Personalized Experience & Customer Service
• •Empowerment (especially female)
• •Joy & Celebration
• •Integrity

Best Practices

• •Educate & Empower: Always aim to share a piece of knowledge, whether about a gemstone, a design, or the jewelry care process. This reinforces the knowledgeable and educational tone.
• •Use Welcoming Language: Employ words and phrases that are inviting, friendly, and reduce intimidation (e.g., let's explore, happy to guide you, no pressure). This supports the approachable and friendly tone.
• •Maintain Elegance: Even when being friendly, ensure the language remains polished and sophisticated, reflecting the luxury nature of the products. Avoid overly casual slang.
• •Emphasize Personal Connection: Use I and you to create a direct, personal dialogue. Share Anna's direct voice and passion when appropriate (e.g., My passion is...). This supports the passionate and personalized experience values.
• •Be Story-Oriented: Frame jewelry not just as a product but as part of a larger narrative – its geological origins, the designer's inspiration, or the client's special occasion. This aligns with making the experience special and fun.

Social Perception

Expert & Authority, Trusted Advisor, Curator of Fine Taste, Accessible Luxury, Nantucket-based & Inspired

Copy Examples

• •Headline: Discover the Story Behind Your Sparkle. Body: At Anna P. Jay, we believe that buying fine jewelry should be as joyful and unique as the piece itself. As your personal gemologist, I'm here to guide you with transparent advice and a passion for exquisite design. Let's find – or create – something truly special together.
• •Headline: More Than Just Jewelry, It's a Conversation. Body: Ever felt overwhelmed by the world of fine jewelry? My Nantucket jewel box is a welcoming space where questions are encouraged, and learning is part of the delight. Explore curated collections from talented female designers, or let's dream up your bespoke treasure.
• •Headline: From Nantucket, With Love & Expertise. Body: Rooted in a love for geology and the art of fine jewelry, Anna P. Jay offers a curated selection of timeless pieces. Each gem has a journey, and I'm here to share its magic with you, ensuring your choice is one of lasting beauty and personal meaning. Visit us in-store or explore online.
• •Headline: The APJ Promise: Quality, Transparency, and Your Perfect Piece. Body: As a graduate gemologist, my commitment is to provide not only stunning jewelry but also the knowledge and confidence behind your investment. Experience a different kind of jewelry shopping – where expertise meets a friendly, personalized approach.
• •Headline: Celebrating You: Bespoke Designs & Curated Brilliance. Body: Whether it's an engagement, an anniversary, or a well-deserved 'just because,' Anna P. Jay specializes in making those moments shine. From custom creations to handpicked designer jewels, discover pieces you can wear running errands, to brunch, and for every cherished occasion.