Brand Tone

Elegant & Sophisticated, Heritage-Rich & Storytelling, Exclusive & Unique, Artistic & Appreciative, Gracious & Welcoming (Understated)

Brand Values

• •Quality & Craftsmanship
• •Uniqueness & Discovery
• •Heritage & Tradition
• •Timeless Elegance
• •Customer Experience & Delight

Best Practices

• •Emphasize Heritage and Story: Weave in references to Gump's long history (since 1861) and the unique stories behind its products or their sourcing. For example, "A tradition of discovery since 1861."
• •Use Elegant and Evocative Language: Employ sophisticated vocabulary that paints a picture of luxury, beauty, and craftsmanship. Focus on sensory details and the emotional connection to the items.
• •Highlight Uniqueness and Exclusivity: Stress what makes an item or the Gump's experience special – whether it's limited availability, artisan craftsmanship, or a design exclusive to Gump's.
• •Maintain a Tone of Understated Confidence: The brand's reputation allows for a confident tone that isn't boastful but rather assured in its quality and discernment. Let the products and their stories speak.
• •Focus on "Timelessness" over "Trendiness": Position products as enduring pieces of art and heirlooms rather than fleeting fashion. Use phrases like "timeless design," "lasting beauty," or "heirloom quality."

Social Perception

Iconic Luxury Retailer, Source of Unique Gifts & Treasures, Symbol of "Good Taste", Resilient & Enduring, Aspirational Brand

Copy Examples

• •Unveiling the Aurora Collection: Each piece a whisper of distant lands and timeless artistry. Discover gemstones hand-selected for their singular fire, set in designs that speak to generations of Gump's heritage. More than adornment, it's a legacy to be worn.
• •The Cerulean Vase: Hand-thrown by master artisans, its form captures the serene dance of coastal mists. A Gump's discovery, destined to become the soul of your space, imbuing it with quiet elegance and a story of unparalleled craftsmanship.
• •Since 1861, Gump's has journeyed the globe to bring the extraordinary home. We believe in the thrill of discovery, the enduring allure of true craftsmanship, and the quiet joy of an object that tells a story. Experience the Gump's tradition—where every find is a treasure.
• •This season, gift the unforgettable. From handcrafted ornaments that whisper of holidays past to unique treasures that promise future heirlooms, Gump's offers a world of enchantment. Continue your tradition, or begin a new one, with a gift that speaks from the heart.
• •Discover the Unexpected: A Gump's curation of artistry and wonder awaits.