Brand Tone

Elegant & Sophisticated, Heritage-Rich & Trustworthy, Artisanal & Meticulous, Aspirational & Celebratory, Exclusive but Welcoming

Brand Values

• •Heritage & Tradition
• •Craftsmanship & Quality
• •Bespoke Service & Personalisation
• •Excellence & Design Innovation
• •Trust & Authenticity
• •Emotional Connection & Legacy
• •Community & Philanthropy

Best Practices

• •Embrace Storytelling: Weave the brand's rich history and the stories behind individual pieces or collections into the narrative. This reinforces heritage and emotional connection.
• •Use Refined and Evocative Language: Employ a sophisticated vocabulary that reflects the luxury and artistry of the jewellery. Words like "meticulous," "exquisite," "legacy," "bespoke," and "artisanal" align with the brand.
• •Highlight Craftsmanship and Exclusivity: Consistently emphasize the handcrafted nature of the jewellery, the skill of the artisans, and the unique quality of bespoke design.
• •Maintain an Authoritative yet Welcoming Voice: Position the brand as an expert with a long-standing reputation, while ensuring the tone is approachable and inviting for clients seeking personal consultations and creations.
• •Ensure Visual and Verbal Consistency: The elegance and quality conveyed in the copy must be mirrored in the brand's visual identity (photography, website design, showroom aesthetic) for a cohesive luxury experience.

Social Perception

A Prestigious Heritage Brand, Synonymous with Quality and Craftsmanship, A Go-To for Bespoke and Engagement Jewellery, Trustworthy and Reputable, Exclusive, Innovative while Respecting Tradition

Copy Examples

• •Social Media Post (Instagram/Facebook - showcasing a bespoke ring): A love story, meticulously crafted. Each curve, every facet, a testament to a bond as unique as this Fairfax & Roberts bespoke creation. For generations of memories, forged in fire and finesse. Begin your forever story with us. #FairfaxAndRoberts #BespokeJewellery #HeirloomQuality #Since1858 #SydneyJeweller
• •Website Banner (Homepage): Fairfax & Roberts: Crafting Australia's Finest Jewellery Legacy Since 1858. Discover the Art of Bespoke. Where Timeless Elegance Meets Master Craftsmanship.
• •Email Newsletter Excerpt (introducing a new collection): Dear [Client Name], We invite you to explore 'The Heritage Bloom' – a new collection from Fairfax & Roberts that draws inspiration from our archival designs, reimagined for the contemporary connoisseur. Each piece is a dialogue between our storied past and a radiant future, handcrafted with the exceptional quality that has defined us for over 160 years. Experience the legacy, redefined.
• •Print Ad (Luxury Magazine): (Image: A stunning, detailed shot of a signature piece) More than a jewel. An heirloom. More than a design. A Fairfax & Roberts legacy. For over a century and a half, we have translated moments into masterpieces. Visit our Sydney showroom and experience the pinnacle of Australian craftsmanship. Fairfax & Roberts. Est. 1858.
• •LinkedIn Post (Company Update/Brand Story): At Fairfax & Roberts, our heritage isn't just our history; it's the bedrock of our future. Since 1858, our artisans have passionately crafted exquisite jewellery, each piece a testament to enduring quality and timeless design. We continue to innovate, ensuring the legacy of Australian craftsmanship shines for generations to come. Learn about our commitment to excellence: [Link to About Us/Craftsmanship page] #FairfaxAndRoberts #AustralianLuxury #Craftsmanship #Heritage #JewelleryDesign