Brand Tone

elegant, genuine, and approachable

Brand Values

• •Quality Craftsmanship
• •Uniqueness & Individuality
• •Affordability
• •Customer Connection
• •Passion for Jewellery

Best Practices

• •Develop a Brand Voice Guide: Create a simple document outlining key tone words (e.g., elegant, genuine, approachable), a "we are/we are not" list (e.g., "We are warm and friendly; we are not overly casual or slangy"), preferred terminology, and examples of on-brand copy.
• •Know Your Audience: Understand who you are talking to. Tailor the approachability and specific language to resonate with your target customer while staying true to the core elegant and genuine feel.
• •Emphasize "Handmade" and "Unique" Authentically: Don't just state it; show it. Use descriptive language that evokes the care and individuality of handcrafted items. Share stories behind collections or pieces when possible.
• •Be Consistent Across All Channels: Ensure the tone used on your website, social media posts, email marketing, and even customer service interactions aligns. A customer should feel they are interacting with the same brand personality everywhere.
• •Review and Refine Regularly: Periodically review your copy across different platforms. Does it still reflect your intended tone and values? Is it engaging your audience effectively? Don't be afraid to tweak and improve as the brand evolves. Read your copy aloud to catch awkward phrasing or tonal inconsistencies.

Social Perception

Customers who interact with the brand seem to appreciate the aesthetic appeal and perceived quality of the jewellery. The "handmade" aspect likely resonates with those seeking unique items over mass-produced ones. The brand is likely perceived as a niche or independent jeweller offering a personal touch and distinctive pieces.

Copy Examples

• •Adorn your everyday. ✨ Our new sterling silver hoops are handcrafted with love, bringing a touch of understated elegance to any look. Discover the perfect pair to tell your story. #GDMJewellery #HandmadeElegance #SilverHoops #UniqueYou
• •Searching for a gift that truly shines? Spoil someone special (or yourself!) with a unique piece from G D Morgan Jewellery Collection. Beautifully handcrafted, designed to be treasured, and surprisingly affordable. Shop our latest arrivals! #GiftIdeas #HandmadeJewellery #SterlingSilverGifts #SupportSmallUK
• •Discover Your Sparkle. Unique, handcrafted jewellery designed to celebrate your individual style. Quality pieces, made with passion.
• •Hello [Customer Name], we're thrilled to unveil our latest collection, inspired by [mention inspiration, e.g., the delicate beauty of nature]. Each piece is thoughtfully handcrafted in sterling silver, ready to become a cherished part of your jewellery story. Explore the new designs and find your next favourite.
• •Simple, yet captivating. This dainty sterling silver necklace is a whisper of elegance, perfect for layering or wearing solo. Handcrafted for a touch of uniqueness, it’s a timeless piece you’ll reach for again and again. Ethically sourced, beautifully made, just for you.