Brand Tone

Eclectic, Fun, and Approachable

Brand Values

• •Variety and Choice
• •Affordability
• •Longevity and Community
• •Self-Expression

Best Practices

• •Embrace the "Aladdin's Cave" Metaphor: Consistently use language that evokes discovery, treasure, and variety. Words like "discover," "uncover," "treasure," "eclectic," "explore," and "hidden gems" reinforce the brand's core identity.
• •Highlight Affordability and Accessibility: Frame products as accessible treats rather than high-end investments. Use phrases like "treat yourself," "affordable find," and "perfectly priced" to connect with customers looking for value and fun.
• •Lean into the Norwich Heritage: Mention the brand's long history and its place within the vibrant Norwich Lanes. This builds local pride, trust, and authenticity. Referencing "Norwich Lanes," "local favourite," and "since 1986" grounds the brand in its community.
• •Maintain a Fun and Friendly Tone: Keep the language light, welcoming, and slightly playful. Use exclamation points where appropriate, ask questions to engage the audience, and avoid overly formal or technical jargon. The tone should feel like a helpful and enthusiastic friend.
• •Focus on Self-Expression: The copy should empower customers to be themselves. Use phrases that celebrate individuality, such as "show your style," "the final touch to your look," and "express yourself." This connects the diverse product range to the customer's personal identity.

Social Perception

Beaujangles Ltd is widely perceived as a beloved and iconic Norwich institution, essential to the character of the Norwich Lanes. It's seen as a go-to destination for a vast range of affordable accessories, especially for alternative styles and fancy dress. While the product selection is highly regarded, the brand's reputation is impacted by inconsistent customer service experiences, with some customers reporting very positive interactions and others feeling they were treated poorly.

Copy Examples

• •Unleash your sparkle! ✨ Whether you're feeling bold with body art or chic with sterling silver, our new collection has arrived. Dive into our Aladdin's cave and find the piece that tells your story. #BeaujanglesOfNorwich #NorwichLanes #JewelleryLover #NewArrivals
• •Beaujangles: Your Treasure Trove in the Heart of Norwich since 1986. Affordable Jewellery, Unique Accessories, and Endless Possibilities. Explore what's new!
• •Planning a night out in Norwich? Complete your look at Beaujangles! From elegant earrings to the wildest fancy dress, we've got the final touch you're looking for. Pop into our store on Lower Goat Lane—an iconic part of the Norwich Lanes for over 30 years! #SupportLocalNorwich #NorwichShopping
• •Simple, elegant, and timeless. This sterling silver piece is your perfect everyday companion. Designed to be loved and worn, it’s an affordable touch of luxury for those 'just because' moments. A treat for you, or a perfect gift for them.
• •Psst... A little sparkle is waiting for you! ✨ Body: Hi [Name], from hidden gems to statement pieces, Beaujangles is here to make your day a little brighter. Discover our latest arrivals and find your next favourite accessory. After all, you deserve it!