Brand Tone

aspirational, romantic, and authoritative

Brand Values

• •Heritage and Craftsmanship
• •Exceptional Quality and Uniqueness
• •Responsible and Ethical Sourcing
• •Symbolism of Love and Commitment
• •Attainable Luxury

Best Practices

• •Lead with the Legacy: Always weave the 'since 1785' heritage into the narrative when appropriate. It builds immediate authority and trust.
• •Emphasize the 'Inner Blaze': The patented cut is a unique selling proposition. Use descriptive and evocative language (e.g., 'unparalleled scintillation,' 'a fire within,' 'brilliance beyond compare') to describe it.
• •Champion Ethical Sourcing: Consistently mention 'responsibly sourced' and the Forevermark partnership. This is a key value for the target millennial audience.
• •Speak the Language of Romance: Use words that evoke emotion and commitmentdevotion, eternal, unbreakable, passion, symbol, legacy, forever. Connect the product directly to the customer's love story.
• •Maintain an Aspirational Yet Attainable Tone: While the language should be luxurious and elevated, ensure the call-to-actions are clear and welcoming, guiding the user to 'discover,' 'explore,' or 'find their symbol' without being intimidating.

Social Perception

Perceived as a high-end, trustworthy jeweler, focused on bridal and engagement, and explicitly targeting the millennial demographic by offering an 'authentic luxury story' that combines quality, responsible sourcing, and unique, serialized designs.

Copy Examples

• •More than a diamond. It’s a legacy of light. Our patented Flora cut, with its unique Inner Blaze, is crafted for a love that, like the diamond itself, is rare, brilliant, and eternal. #DevotionDiamonds #EthicalDiamonds #SheSaidYes #FutureMrs
• •Since 1785, Crafting the Symbol of Your Devotion. Discover diamonds with a story as unique as your own.
• •Your commitment is forever. The diamond that seals it should be, too. Explore the Devotion with Forevermark collectionwhere patented brilliance meets the promise of responsibly sourced beauty. [Link to Collection]
• •Unlock Her 'Yes' with a Diamond That Speaks Volumes.
• •A testament to enduring strength and unwavering commitment. Forged in 18K gold and meticulously crafted in our North American atelier, this band is more than a ringit's a daily reminder of the unbreakable bond you share. The perfect symbol for a lifetime of devotion.