Brand Tone

Expert and Traditional, Community-Focused and Personal, Quality-Oriented.

Brand Values

• •Craftsmanship
• •Heritage and Legacy
• •Community
• •Expertise
• •Trust and Guarantee

Best Practices

• •Lead with Expertise and Heritage: Always reinforce the brand's core strengths. Use phrases like "Since 1982," "Our master jewellers," and "Expert gemologist on-site" to build trust and differentiate from competitors.
• •Adopt a Consistently Warm and Welcoming Tone: Given the negative feedback on customer service, all copy should be explicitly friendly, approachable, and customer-centric. Use words like "welcome," "we're here to help," and "your vision" to make the brand feel less intimidating and more personal.
• •Showcase, Don't Just Tell: Instead of just listing services, tell stories. Feature "before and after" photos of remodelled pieces, share the inspiration behind a custom design (with client permission), and post testimonials from happy customers to visually demonstrate value and success.
• •Emphasize Community Connection: Regularly mention Upper Hutt and the local community. Frame the business as a proud local institution. Copy could include lines like, "Proudly serving our neighbours in Upper Hutt" or "Your local jeweller for generations."
• •Be Transparent and Reassuring: In all communications, especially concerning repairs and custom work, the copy should be clear and reassuring. Highlight the process—"We provide a full quote before any work begins" and "All our work is guaranteed"—to proactively address potential customer anxieties about price and quality.

Social Perception

The public perception of Everson Jewellers is currently divided. There's a positive perception from long-time customers who value quality and unique designs, associating the brand with local, handcrafted jewellery and friendly staff. However, a significant number of recent online reviews indicate a negative perception due to poor customer service, rude interactions, and excessively high repair quotes under the new ownership, leading some customers to disengage with the brand. This contrasts with the reputation built by the original owner and is highlighted by a local competitor founded by a former apprentice who emphasizes fair and friendly service.

Copy Examples

• •Your love story is one-of-a-kind. Your ring should be, too. At Everson Jewellers, we combine decades of craftsmanship with your unique vision to create a symbol of your future. Let's build your forever, together.
• •That cherished piece of family history? Let's give it a new chapter. Our master jewellers specialize in transforming heirlooms into modern treasures you can wear and love every day. Preserve the memory, perfect the design.
• •Crafted by hand, right here in Upper Hutt. For over 40 years, we've been more than a jewellery store; we're your community jeweller. Experience the Everson difference, where tradition meets timeless design.
• •Trust is built with care and precision. Our on-site workshop handles every repair with the respect your jewellery deserves. From a simple battery replacement to a complex restoration, your treasured items are safe in our expert hands. Guaranteed.
• •From brilliant diamonds to bold custom designs, Everson Jewellers is where Upper Hutt celebrates its most precious moments. With an expert gemologist and master jeweller on-site, we're here to help you find or create something truly special.