Brand Tone

Elegant & Sophisticated, Trustworthy & Knowledgeable, Empowering & Aspirational, Ethical & Conscious, Approachable Luxury

Brand Values

• •Ethical Practices
• •Quality & Craftsmanship
• •Integrity & Transparency
• •Customer Empowerment
• •Enduring Value & Longevity
• •Accessible Luxury

Best Practices

• •Develop a Brand Voice Guide: Document key tone characteristics (e.g., elegant, ethical, empowering, knowledgeable), approved terminology (e.g., "lab-grown," "conscious luxury," "enduring"), and things to avoid (e.g., overly casual slang, high-pressure sales tactics).
• •Prioritize "Ethical" and "Quality" Messaging: Consistently weave in the core values of ethical sourcing (lab-grown, moissanite) and high-quality craftsmanship in product descriptions, social media, and all communications.
• •Educate and Empower: Use copy to gently educate customers about the benefits of lab-grown diamonds and moissanite, empowering them to make informed, conscious choices. Highlight the expertise of the GIA-trained founder.
• •Maintain Visual Consistency: Ensure that the tone of the copy is reflected in the visual elements used (e.g., high-quality, elegant photography and videography that aligns with a sophisticated and luxurious feel).
• •Engage Authentically: When responding to comments or inquiries on social media or via customer service, maintain the established brand tone – be helpful, knowledgeable, and reinforce the brand's commitment to ethical practices and customer satisfaction.

Social Perception

Harper Jewellery aims to be perceived as a modern, ethical, and high-quality fine jeweller, positioning themselves as a trustworthy source for those seeking luxury diamond and moissanite jewellery with a conscience, appealing to customers who value sustainability, ethical considerations, and knowledgeable service.

Copy Examples

• •Instagram Post (Image: Stunning lab-grown diamond engagement ring): Elegance that endures, ethically chosen. ✨ Our lab-grown diamonds offer a lifetime of brilliance, consciously crafted for your unique love story. Discover the Harper Jewellery difference. #LabGrownDiamonds #EthicalLuxury #TimelessElegance #HarperJewellery
• •Website Banner: Harper Jewellery: Where Ethical Meets Exquisite. Explore our breathtaking collection of lab-grown diamond and moissanite pieces, designed to empower and enchant for a lifetime. Luxury with a conscience, no compromises.
• •Facebook Ad (Carousel showing various pieces): Redefine Your Sparkle. At Harper Jewellery, we believe true luxury is ethical, exquisite, and attainable. From timeless engagement rings to sophisticated everyday wear, each piece is crafted with lab-grown diamonds or moissanite for conscious beauty. Enjoy personalized service from our Lab Diamond Concierge. Shop Now.
• •Email Newsletter Subject: Discover Your Forever Piece: Ethically Sourced, Exquisitely Designed (Body Snippet): Dear [Customer Name], At Harper Jewellery, every piece tells a story of conscious craftsmanship and enduring beauty. Explore our latest arrivals in lab-grown diamond and moissanite jewellery...
• •Pinterest Pin Description (Image: Moissanite earrings): Sparkle sustainably. Our stunning moissanite earrings offer flawless brilliance and timeless sophistication. Perfect for any occasion, ethically crafted to be cherished. #MoissaniteJewellery #HarperJewelleryAU #ConsciousBeauty #EthicalGifting