Brand Tone

Accessible and Aspirational, Celebratory and Emotional, Friendly and Welcoming, Contemporary and Trendy

Brand Values

• •Value for Money
• •Customer Empowerment/Feeling Fabulous
• •Legacy and Trust
• •Accessibility
• •Celebration of Moments
• •Passion

Best Practices

• •Focus on "Feeling Fabulous": Ensure copy consistently evokes feelings of joy, confidence, and specialness. Use words like "fabulous," "shine," "celebrate," "inspire," and "beautiful."
• •Highlight Value and Accessibility: Clearly communicate the combination of quality craftsmanship and affordable pricing. Phrases like "incredible value," "real quality pieces," and "accessible to everyone" should be common.
• •Connect with Moments: Frame jewellery as a way to commemorate significant life events and everyday joys. Use storytelling to link products to personal experiences and celebrations.
• •Maintain a Friendly and Approachable Voice: Even when describing elegant pieces, the language should feel welcoming and inclusive, not exclusive or intimidating.
• •Adapt to the Platform, but Keep Core Messaging: While the energy on TikTok might be higher, the underlying message of accessible beauty and feeling good should remain consistent with website and in-store communications.

Social Perception

Positive: Many customers appreciate the range of jewellery, competitive pricing, and the brand's long-standing presence. Positive reviews often mention helpful staff and good value. Mixed: Some customers have reported issues with aspects like packaging quality or customer service. Resilient Brand: Having overcome financial difficulties and changes in ownership, the brand is still recognized in the Australian jewellery market. The acquisition by Michael Hill International is seen as an opportunity for growth. Associated with Promotions: The brand frequently offers discounts and promotions, which contributes to its value perception.

Copy Examples

• •Headline: Feel Fabulous. Sparkle Brighter. Real Value. Body: At Bevilles, we believe everyone deserves to shine. Discover exquisite jewellery that celebrates your unique style, without the extravagant price tag. Since 1934, making you feel fabulous is our tradition.
• •Social Media Post (Instagram/Facebook): Image: A person smiling, wearing a featured necklace. Caption: That 'just because' sparkle! ✨ Treat yourself or someone special to a daily dose of fabulous. Our latest collection is designed to inspire confidence and celebrate every moment, big or small. #Bevilles #FeelFabulous #JewelleryLove #AffordableLuxury
• •Product Description Snippet (for an engagement ring): Begin your forever story with a symbol as timeless as your love. This stunning [Diamond type/Setting] ring is crafted to capture life's most precious moments, offering breathtaking beauty and exceptional value. Let us help you find the one that makes your heart shine.
• •Email Subject Line: Unlock Your Shine: New Arrivals & Special Offers Inside! Email Body Teaser: Ready to feel fabulous? Explore stunning new designs and incredible savings at Bevilles. Quality jewellery for every version of you.
• •In-Store Signage: Your Moment. Your Sparkle. Our Promise. For over 85 years, Bevilles has been helping Australians celebrate life with beautiful, affordable jewellery. Come in and let us help you find your fabulous!