Brand Tone

Knowledgeable & Authoritative, Appreciative & Reverent, Curated & Discerning, Elegant & Sophisticated, Personal & Trustworthy

Brand Values

• •Authenticity & History
• •Craftsmanship & Quality
• •Uniqueness & Rarity
• •Knowledge & Expertise
• •Personalized Service & Trust
• •Modern Sensibility for Antiques

Best Practices

• •Prioritize Education & Storytelling: Every piece has a history. Weave in details about the era, materials, symbolism, or craftsmanship. This reinforces expertise and the value of authenticity.
• •Use Precise and Evocative Language: Employ terminology specific to jewelry and historical periods correctly (e.g., "rose cut," "cannetille work," "Belle Époque"). Use descriptive adjectives that convey elegance, rarity, and reverence (e.g., "meticulous," "superb," "exceptional," "poignant").
• •Maintain a Refined and Respectful Voice: Avoid overly casual slang or overly enthusiastic hype. The tone should be one of quiet confidence and deep appreciation for the items. Even when modern, the EB line is inspired by antique motifs.
• •Emphasize Uniqueness and Provenance: Highlight what makes each piece special – its age, rarity, story, or particular design features. If known, mention any interesting aspects of its origin.
• •Ensure Visual and Textual Harmony: The sophisticated and curated feel of the photography on Instagram and the website should be mirrored in the elegance and thoughtfulness of the written copy. The text should enhance the visual, not distract from it.

Social Perception

Highly Respected & Trusted, Destination for Unique Finds, Knowledgeable & Educational Resource, Associated with Quality and Artistry, Personal and Approachable (despite sophistication)

Copy Examples

• •Instagram Post (Showcasing a Georgian Ring): "A whisper from the 1780s. This Georgian-era mourning ring, with its meticulously preserved sepia work under crystal, tells a story of enduring sentiment. The delicate gold shank, hand-chased with floral motifs, is a testament to the period's artistry. A rare find, carrying centuries of history. #GeorgianJewelry #AntiqueRing #MourningJewelry #ErieBasinFinds #WearableHistory"
• •Website Product Description (Art Deco Earrings): "Epitomizing the glamour of the Jazz Age, these striking Art Deco earrings feature geometric arrangements of old European cut diamonds and calibré-cut onyx, set in platinum. The precise milgrain detailing and articulated design reflect the era's fascination with bold lines and sophisticated craftsmanship. A true statement of 1920s elegance, impeccably preserved. Dimensions and diamond specifications available upon inquiry."
• •"About Us" Snippet (Revised for emphasis): "At Erie Basin, we believe each piece of antique jewelry holds a distinct narrative. Owner Russell Whitmore, with two decades of expertise in historical design and gemology, personally curates our collection, seeking out artifacts that are not just beautiful, but resonant with history and exceptional craftsmanship. We are a sanctuary for the discerning collector and those who seek the uniquely timeless."
• •Email Newsletter Teaser (New Arrivals): "Unveiling new treasures: Discover our latest acquisitions, from the intricate sentimentality of Victorian lockets to the bold declarations of Retro-era cocktail rings. Each piece has been chosen for its unique character and historical significance. Explore the collection and find your piece of the past, thoughtfully brought to the present."
• •Instagram Story (Highlighting a Detail): (Image: Close-up of an intricate clasp or engraving) "The beauty is in the details. This 19th-century clasp, often overlooked, showcases the incredible skill of its maker. Swipe up to see the full piece and learn more about its journey. #AntiqueDetails #Craftsmanship #HistoricalJewelry #ErieBasin"