Brand Tone

Professional and Knowledgeable, Warm, Friendly, and Welcoming, Trustworthy and Honest, Passionate and Enthusiastic, Elegant and Sophisticated (yet Accessible)

Brand Values

• •Quality and Craftsmanship
• •Customer Satisfaction and Relationships
• •Integrity and Trust
• •Expertise and Passion
• •Uniqueness and Customization
• •Community Focus
• •Legacy and Heritage

Best Practices

• •Lead with Passion and Expertise: Share your knowledge and enthusiasm for gems, design, and craftsmanship authentically in all communications.
• •Emphasize the "Why" Behind the "What": Don't just describe a piece; tell its story, the inspiration, or the craftsmanship involved. Connect emotionally.
• •Maintain a Warm and Personal Voice: Address customers directly and make them feel seen and valued, even in broader communications. Use language that reflects the "feel like family" experience customers report.
• •Highlight Uniqueness and Customization: Continuously reinforce that Burnell's offers pieces and experiences beyond the ordinary, especially the custom design services.
• •Reinforce Trust and Integrity: Be transparent, provide clear information, and ensure that all marketing copy reflects the honest, non-pushy approach praised by customers.

Social Perception

Highly Reputable and Trusted, Expert in Custom Design, Exceptional Customer Service, Source for Unique, High-Quality Jewelry, Community-Oriented Establishment

Copy Examples

• •For 43 years, Burnell's has woven Wichita's stories into timeless treasures. Experience the passion, craftsmanship, and personal touch that turn moments into heirlooms. Your journey to exceptional jewelry begins here.
• •Dreaming of a ring as unique as your love? At Burnell's, our award-winning designers and gemologists bring your vision to life with unparalleled expertise and a commitment to quality that shines. Let's create your masterpiece, together.
• •Discover the Burnell's difference: Where stunning, unique jewelry meets a warm, welcoming atmosphere. Our employee-owned team is dedicated to providing honest advice and making your search for the perfect piece an absolute joy. Feel the comfort of accessible luxury.
• •It’s more than just a purchase; it’s a relationship. At Burnell's, we cherish the connections we build, offering integrity, deep expertise, and a shared passion for the art of fine jewelry. Find out why Wichita trusts Burnell's for life's most precious celebrations.
• •Step into a world of exquisite design and heartfelt service. From brilliant engagement rings to unique custom creations, Burnell's Fine Jewelry is dedicated to making every client feel like family and every piece a testament to enduring quality.