Brand Tone

Trustworthy & Reputable, Personal & Welcoming, Classic & Timeless, Value-Oriented & Accessible Luxury, Nostalgic & Enduring, Innovative & Adaptive

Brand Values

• •Legacy & Heritage
• •Quality & Craftsmanship
• •Customer Service & Trust
• •Value & Selection
• •Innovation & Adaptability
• •Personal Connection

Best Practices

• •Embrace the Heritage: Consistently weave in the brand's long history and multi-generational family ownership to build trust and convey expertise. Phrases like "A Legacy of Sparkle," "Generations of Trust," "Since 1922" can reinforce this.
• •Maintain a Personal and Welcoming Voice: Even as an e-commerce brand, use warm, approachable language. Address the customer directly (e.g., "We're here to help you find...") and consider featuring Esther Fortunoff's voice or story to maintain that family-run feel.
• •Highlight Quality and Value Sensibly: Reinforce the idea of "The Source" – offering fine jewelry at prices that make sense, without sounding like a discount retailer. Focus on craftsmanship, the quality of materials, and the expertise behind the selection.
• •Speak to Timelessness and Special Occasions: Position the jewelry as pieces for life's important moments, meant to be cherished for years. Use language that evokes emotion, celebration, and enduring style.
• •Be Transparent and Service-Oriented: Clearly communicate how customers can connect for personalized service (consultations, chat, phone). Acknowledge the shift to online by emphasizing the enhanced digital experience and the continued commitment to customer care, echoing the sentiment of "reimagining the Fortunoff experience online."

Social Perception

Highly Regarded Legacy Brand, Trusted Source for Jewelry, Resilient and Enduring, Associated with Special Occasions, Shift to Online Well-Received by Some, Missed by Others

Copy Examples

• •Headline: Three Generations of Brilliance, Now at Your Fingertips. Body: Discover the enduring legacy of Fortunoff Fine Jewelry. For nearly a century, we've been your trusted source for exquisite diamonds and timeless treasures. Explore our curated online collection and experience the Fortunoff tradition of quality and personal service, from our family to yours. Visit FortunoffJewelry.com.
• •Headline: Mark Your Moments with Fortunoff. Body: From "Yes!" to "I do" and all the precious milestones in between, Fortunoff Fine Jewelry offers the perfect expression of your joy. Find exceptional engagement rings, wedding bands, and anniversary gifts, crafted with the care and expertise that has defined us for generations. Schedule your personal online consultation today.
• •Headline: The Fortunoff Experience, Reimagined Online. Body: Experience the same commitment to quality, value, and personal attention you've always known from Fortunoff, now seamlessly online. Explore a wider selection of your favorite jewelry lines and connect with our experts for one-on-one advice. The legacy continues at FortunoffJewelry.com.
• •Headline: Timeless Elegance, Modern Convenience. Body: At Fortunoff Fine Jewelry, we blend nearly 100 years of heritage with the ease of online shopping. Discover beautifully crafted pieces, from classic diamonds to contemporary designs, all reflecting our commitment to exceptional value and service. Your family jeweler is just a click away.
• •Headline: Your Personal Jeweler, Online. Meet Esther Fortunoff. Body: "I learned the trade from my parents, building relationships and sourcing the finest gems. Today, I'm thrilled to bring the Fortunoff experience directly to you online, offering personalized advice and the exquisite quality our family has always stood for." – Esther Fortunoff. Explore our collections and chat with us at FortunoffJewelry.com.