Brand Tone

approachable, inspiring, and stylish

Brand Values

• •Trust: Emphasizing a genuine, honest, and open approach.
• •Quality: Commitment to the highest standard for every piece and customer touchpoint.
• •Approachability: Striving for an accessible and inclusive space and experience.
• •Relationships: Rooted in loyalty, legacy, and community connection, built over nearly three decades.
• •Individuality & Self-Expression: Inspiring customers to celebrate personal stories and life moments through jewelry.
• •Community Support: Demonstrated through their long-standing "Cause We Care" initiative.
• •Happiness & Positivity: Aiming to inspire universal happiness and positive feelings through their beautiful items.

Best Practices

• •Develop a Brand Voice Guide: Create a document that outlines the key characteristics of your brand's tone (e.g., approachable, inspiring, stylish, warm), including do's and don'ts, preferred vocabulary, and examples. Share this with everyone who creates content.
• •Focus on "You" and Benefits, Not Just Features: While mentioning materials like "18k Gold Vermeil" is important, frame the copy around how the jewelry makes the *customer* feel or what it helps them *express*. (e.g., "Feel confident and radiant..." instead of just "This is a gold necklace.")
• •Tell Stories: Connect jewelry to life's moments, individuality, and self-expression, as highlighted in their values. Share stories of designers, the inspiration behind collections, or how customers wear their pieces (with permission). This adds depth and relatability.
• •Maintain Positivity and Inclusivity: Use uplifting and welcoming language. Ensure imagery and messaging reflect the diversity of your customer base and reinforce the value of approachability.
• •Be Consistent Across All Channels: Whether it's a website product description, an Instagram caption, a Facebook post, or an email, the tone should feel recognizably "Blue Ruby." Regularly review content across platforms to ensure alignment.

Social Perception

a reputable source for a diverse range of stylish and quality jewelry, including pieces from both established and emerging designers. They are seen as a brand that offers "accessible luxury" and a delightful shopping experience. Customers appreciate the variety and the brand's connection to the local Vancouver community. Their charitable contributions through the "Cause We Care" foundation are also a positive aspect of their public image.

Copy Examples

• •Instagram Post (New Collection): "Shine your way. ✨ Our latest collection has arrived, filled with pieces designed to tell your unique story. Discover hand-selected treasures that feel like you. #BlueRubyJewellery #NewCollection #JewelryForLife #ExpressYourself"
• •Facebook Ad (Gifting Focus): "Moments made memorable. From celebrating milestones to simply saying 'I care,' find the perfect expression of love at Blue Ruby. Beautifully crafted, thoughtfully chosen. Visit us in-store or online. #BlueRubyGifts #CelebrateLove #VancouverJewellery #MeaningfulGifts"
• •Website Banner (Brand Essence): "Your Story, Adorned. At Blue Ruby, we believe jewelry is more than an accessory – it’s a reflection of you. Explore curated collections that inspire confidence and joy. [Shop Now] #BlueRubyStyle #Individuality #JewelleryInspo"
• •Email Newsletter Subject (Highlighting a Cause): "Shine Bright & Give Back ✨ See Our New 'Cause We Care' Arrivals!" *Body Snippet:* "Feel good, inside and out. Our new 'Cause We Care' bracelets are here, blending beautiful design with a heartfelt mission. Every purchase helps support single mothers and children in our community. Wear your support. [Shop the Collection] #BlueRubyCares #CommunityLove #JewelryWithPurpose"
• •Product Description Snippet (for a versatile piece): "Effortless elegance for every day. This [Necklace/Bracelet/Earring Style] is designed to be your go-to, adding a touch of sophisticated shine whether you're dressing up or keeping it casual. Crafted with [Material] for lasting beauty. #BlueRubyEssentials #DailySparkle #VersatileJewelry"