Brand Tone

Approachable Expertise, Modern Affordability

Brand Values

• •Craftsmanship
• •Affordability
• •Personal Expression
• •Uniqueness
• •Direct-to-Customer Service

Best Practices

• •Lead with the "Maker" Story: Always leverage your greatest asset: an in-house, experienced goldsmith. Use phrases like "From our workshop to you," "Crafted by our goldsmith," and "Handmade in Almere" to build authenticity and trust.
• •Balance "Elegant" with "Affordable": Consistently pair words of quality and luxury (e.g., "elegant," "handcrafted," "unique," "stunning") with words of accessibility (e.g., "affordable," "for your style," "everyday wear"). This reinforces your core value proposition.
• •Prioritize Building Social Proof: Actively encourage reviews from every customer. Create small in-store signs, add a request to receipts, and create a "Reviews" highlight on Instagram (once created) to showcase positive feedback. This is your highest priority for building online trust.
• •Speak Directly and Personally: Maintain a warm, first-person voice. Use "we," "you," and "our." Ask questions in your social media captions to encourage engagement (e.g., "Which piece tells your story?"). The offer to connect via WhatsApp is excellent; continue promoting this personal touchpoint.
• •Be Visually Consistent: Ensure your photography and videography match your brand. For handcrafted pieces, show close-ups, process shots, and "on-model" photos that look authentic. For trendy items, use clean, bright, and modern styling that aligns with the TikTok aesthetic. This visual language is as important as the written copy.

Social Perception

Currently shaped by self-presentation; appears as a new or traditional local jeweler beginning to build online reputation. Positive but limited TikTok engagement. High potential for trust based on experience, but not yet widely disseminated.

Copy Examples

• •Artisan-made, just for you. Discover handcrafted jewelry from our Almere workshop that ess as unique as your story, without the luxury price tag.
• •POV: you found the perfect ring. ✨ Handcrafted in our own workshop. Tap the link in bio to make it yours! #HandmadeJewelry #Almere #CityJuwelier #GoldRing
• •Elegance you can wear every day. Our stainless steel collection is designed for timeless style and lasting quality. DM us for a personal consultation or shop the collection online.
• •For over 30 years, our goldsmith has been crafting stories in gold and silver. For repairs, custom designs, or a piece you'll treasure forever, visit City Juwelier in the Bottelaarpassage.
• •We're more than a jewelry store; we're a workshop. Every piece we create is infused with a passion for craftsmanship. We believe beautiful things shouldn't be out of reach. Come say hello and see what we're making today! #MeetTheMaker #AlmereCentrum