Brand Tone

Elegant, Sophisticated, Trustworthy, Knowledgeable, Personal, Approachable, Passionate, Artistic, Traditional, and Timeless.

Brand Values

• •Quality Craftsmanship
• •Exceptional Customer Service
• •Heritage & Tradition
• •Trust & Integrity
• •Individuality & Bespoke Design
• •Ethical Responsibility
• •Passion for Jewellery

Best Practices

• •Develop a Comprehensive Style Guide: Document the brand's voice characteristics (e.g., "elegant but not aloof," "knowledgeable but not condescending"), preferred terminology (e.g., "bespoke" vs. "custom," "artisan" vs. "maker"), grammar, and punctuation rules.
• •Prioritize Storytelling: Focus on the narrative behind the pieces, the craftsmanship, the heritage of the brand, or the emotional connection jewellery creates, rather than just listing features and prices.
• •Emphasize Expertise with Clarity: Share knowledge about gemstones, materials, and design in an accessible and engaging way. Avoid overly technical jargon unless clearly explained.
• •Maintain a Personal and Respectful Voice: Even in digital communications, aim for the warmth and attentiveness that customers experience in-store. Address customers and inquiries politely and thoughtfully.
• •Ensure Visual and Textual Harmony: The tone of the copy should always align with the style of the photography and overall visual branding. An elegant image paired with overly casual text would create dissonance.

Social Perception

Catherine Jones of Cambridge is widely perceived as a reputable, high-end independent jeweller with deep roots in the Cambridge community. It's seen as a destination for significant purchases, particularly engagement rings, wedding bands, and bespoke items. Customers value the personal touch and expertise, often contrasting it favorably with larger chain retailers. The brand inspires loyalty, with some customers returning over many years or generations. There's a strong association with quality, artistry, and timeless design.

Copy Examples

• •Your love story is unique. Your ring should be too. For over 60 years in Cambridge, we've translated cherished moments into timeless symbols. Let our artisans craft an engagement ring that's exclusively yours. Book a personal consultation to begin your bespoke journey. #CatherineJonesCambridge #BespokeEngagementRing #CambridgeJeweller #UniqueAsYourLove
• •Since 1963, Catherine Jones of Cambridge has been synonymous with exquisite craftsmanship and unwavering integrity. As a family-run jeweller, we cherish the trust our clients place in us to mark life's most precious milestones. Discover a tradition of excellence.
• •Introducing 'The Trinity Collection' – a harmonious blend of classic elegance and contemporary artistry. Inspired by Cambridge's timeless architecture, each piece is meticulously crafted in our workshop, featuring ethically sourced gemstones and the finest precious metals. Explore the collection and find your future heirloom.
• •The Allure of the Sapphire: More Than Just Blue. Delve into the fascinating world of sapphires with our expert gemmologists. From classic cornflower blues to vibrant padparadscha, discover the history, symbolism, and quality that defines a Catherine Jones sapphire.
• •Whether you're celebrating a special occasion, seeking the perfect gift, or simply wish to explore beautiful design, our Cambridge showroom offers a warm welcome. Discover the Catherine Jones difference – where every jewel tells a story. #FineJewelleryCambridge #IndependentBusiness #LuxuryJewellery #PersonalService