Brand Tone

aspirational yet accessible, professional, and customer-focused.

Brand Values

• •Quality Craftsmanship
• •Tradition & Heritage
• •Customer Satisfaction
• •Affordability/Value
• •Timelessness & Trend Awareness

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of your brand tone (e.g., aspirational, accessible, professional, friendly), including approved vocabulary, "do's and don'ts," and examples. Share this with anyone creating content.
• •Know Your Audience: Understand who you are talking to. Tailor the language and level of formality to resonate with your target customers while staying true to the core brand tone. For Chic Jewellery, this means balancing elegance with approachability.
• •Prioritize Clarity and Professionalism: Especially when dealing with significant purchases like jewellery, ensure all copy is clear, grammatically correct, and free of jargon that customers might not understand. Maintain a respectful and helpful tone in all communications.
• •Weave in Your Values: Subtly reinforce brand values like "craftsmanship," "heritage," and "affordable luxury" in your product descriptions, 'About Us' section, and social media posts. This helps build a consistent brand story.
• •Review and Refine Regularly: Periodically review your website copy, social media posts, and advertising materials to ensure they consistently reflect the desired brand tone. Get feedback and be willing to make adjustments as your brand evolves or as you gain more insights into customer perception.

Social Perception

generally positive but with limited widespread public discourse.

Copy Examples

• •✨ Introducing the 'Elegance Redefined' Collection ✨ Since 1984, Chic Jewellery has crafted timeless pieces for your most cherished moments. Discover affordable luxury that sparkles with quality and modern design. DM us to find your perfect piece or visit chicjewellery.co.za.
• •Your Vision, Our Craftsmanship. For over 40 years, Chic Jewellery has brought dream designs to life. Let our expert manufacturing jewellers create a bespoke piece that tells your unique story. Book a consultation today.
• •Promotional Email Subject: A Touch of Chic: Spoil Yourself with Our Latest Arrivals (You Deserve It!) Body Snippet: At Chic Jewellery, we believe everyone deserves to shine. Explore our new range of exquisitely crafted jewellery, combining timeless quality with contemporary style – all at prices that make luxury attainable.
• •Instagram Story (Engagement Ring Focus): (Image: Stunning engagement ring) Text Overlay: Say 'Yes' to a lifetime of brilliance. ✨ Est. 1984. Quality diamonds, expert craftsmanship. Let Chic Jewellery be part of your forever. #ChicJewellery #EngagementRings #SouthAfrica
• •Invest in Lasting Beauty, Without Breaking the Bank. Chic Jewellery, trusted family jewellers since 1984, offers exceptional quality and timeless designs you'll treasure forever. Discover our affordable luxury at chicjewellery.co.za.