Brand Tone

Expert & Authoritative, Trustworthy & Reputable, Personal & Welcoming, Elegant & Luxurious, Passionate & Enthusiastic, Modern & Evolving

Brand Values

• •Integrity and Trust
• •Craftsmanship & Quality
• •Expertise & Knowledge
• •Customer Focus & Service
• •Heritage
• •Ethical Sourcing & Sustainability
• •Innovation & Education

Best Practices

• •Always Lead with Expertise, Soften with Warmth: While showcasing your deep knowledge of gemmology and craftsmanship, ensure the language remains approachable and inviting. Avoid overly technical jargon unless explaining a specific benefit to the customer. Frame expertise as a way to guide and empower the client.
• •Weave in Heritage Authentically: Mentioning 'since 1948' or 'family-run' adds credibility. Use storytelling to connect the past with present-day quality and service, rather than just stating facts.
• •Prioritize 'You' (the Customer) in Bespoke Communication: When discussing bespoke services, focus on the customer's vision, desires, and the collaborative journey. Phrases like 'Your Story, Exquisitely Crafted' or 'Let us help you design...' center the narrative on them.
• •Clearly Articulate Ethical Commitments: When discussing sourcing or lab-grown options, be transparent and confident in your ethical stance. Use clear, straightforward language that educates the customer on the benefits and your brand's values in this area.
• •Ensure Visuals and Text are Harmonious: The luxurious, elegant, and expert tone conveyed in the copy must be consistently reflected in the quality of photography, videography, and overall design across all platforms. High-quality visuals reinforce the premium nature of the brand.

Social Perception

Highly Respected & Established, Experts in Bespoke & Coloured Gemstones, Trustworthy for Significant Purchases, Provides Excellent Customer Experience, Ethically Conscious, Good Value

Copy Examples

• •Headline (Website/Social Media): 75 Years of Brilliance. Your Story, Exquisitely Crafted. Discover bespoke engagement rings at Holts Gems, where heritage meets contemporary design.
• •Instagram Post: More than just a gemstone, it's a conversation starter. Our ethically sourced coloured gems are hand-selected for their unique fire and character. Let our experts help you find the one that speaks to you. #HoltsGems #ColouredGemstones #BespokeJewellery #EthicalLuxury #HattonGarden
• •Email Subject Line (to potential bespoke client): Bringing Your Vision to Life: A Personal Consultation with Holts Gems. Email Body Snippet: At Holts Gems, we believe your jewellery should be as unique as your journey. For over 75 years, our family has been dedicated to crafting exceptional pieces with passion and precision. Let's discuss your dream design.
• •Product Description (Sapphire Ring): Dive into the deep allure of this Madagascan sapphire, ethically sourced and masterfully cut by our in-house lapidaries to reveal its captivating inner fire. Set in recycled 18ct gold and framed by conflict-free diamonds, this ring is a testament to timeless elegance and responsible artistry. Your forever piece awaits.
• •LinkedIn Company Update: Holts Gems is proud to continue our commitment to the future of jewellery craftsmanship. Our support for the Holts Academy ensures the next generation of artisans can flourish, preserving the skills that define our industry. #JewelleryDesign #Craftsmanship #EthicalBusiness #HattonGardenLegacy