Brand Tone

Traditional, Trustworthy, Professional, Local.

Brand Values

• •Tradition and Heritage
• •Trust and Integrity
• •Quality and Craftsmanship
• •Customer Service
• •Community Focus

Best Practices

• •Lead with Heritage: Always incorporate the 'since 1945' and 'third-generation' narrative in brand storytelling. It is your strongest differentiator.
• •Emphasize 'Trust' and 'Integrity': Use words like 'trusted,' 'reliable,' 'promise,' and 'legacy' to reinforce your core values in all communications.
• •Maintain a Professional and Refined Voice: Avoid overly casual slang or trendy jargon. The tone should reflect the high quality of the products you sell—classic, elegant, and polished.
• •Speak Directly to the Fort Smith Community: Use local language and references (e.g., 'your neighbors,' 'our community,' 'Fort Smith's choice') to strengthen the local connection and build rapport.
• •Balance Tradition with Expertise: While highlighting your history, also showcase your modern expertise. Talk about certifications, advanced custom design technology, and the specifics of your repair services to build confidence in your skills.

Social Perception

Due to a limited online presence, the primary perception is shaped by their own website, which projects an image of a reputable, high-end, and traditional local jeweler. The closing of a similar local competitor suggests an opportunity for Edwards to become the definitive 'heritage' jeweler in Fort Smith.

Copy Examples

• •Three Generations of Trust. One Place for Your Forever. Since 1945, Edwards Jewelers has been Fort Smith's most trusted choice for life's biggest moments. Discover the family tradition.
• •For over 75 years, your neighbors have said 'Yes' with us. As Fort Smith's premier jeweler, we're honored to be part of your story. Explore our engagement collection and find the one.
• •More Than a Sale, It's a Promise. From intricate watch repairs to custom designs that bring your vision to life, our expert craftsmen are here to preserve the jewelry you cherish.
• •It started in 1945 with a promise: to serve Fort Smith with integrity and unparalleled quality. Today, the Edwards family continues that legacy. We're not just jewelers; we are guardians of your precious memories.
• •Timeless Craftsmanship Meets Modern Elegance. As an authorized Rolex and Tudor dealer, we invite you to experience a legacy of precision and style. Visit our showroom for a private viewing.