Brand Tone

Expert, Trustworthy, Personal, Elegant, Innovative

Brand Values

• •Craftsmanship
• •Heritage and Tradition
• •Expertise and Knowledge
• •Customer Focus and Personalization
• •Ethical Sourcing and Sustainability
• •Trust and Integrity
• •Innovation

Best Practices

• •Educate with Elegance: Share your deep knowledge of gemmology and craftsmanship, but do so in an accessible, sophisticated, and engaging way. Avoid overly technical jargon unless explaining its significance to the customer (e.g., GIA certification).
• •Emphasize Heritage and Trust: Consistently weave in the brand's long history, family ownership, and commitment to ethical practices to build and maintain trust. Phrases like "Established 1948," "second-generation family jewellers," and "ethically sourced" reinforce these pillars.
• •Focus on the "Bespoke Journey": Highlight the collaborative and personalized experience of creating custom jewellery. Use language that empowers the client and emphasizes their unique story being translated into the piece.
• •Marry Tradition with Innovation: While celebrating heritage, also showcase forward-thinking aspects like new design technologies, lab-grown diamond options, and a modern retail experience. This demonstrates relevance and adaptability.
• •Maintain a Warm and Professional Voice: Ensure all communications, from website copy to social media interactions and email responses, are both highly professional (reflecting expertise and quality) and personally engaging (reflecting a family business that cares about its clients).

Social Perception

Highly Respected and Trusted, Expert in Bespoke and Coloured Gemstones, Excellent Customer Service, High-Quality Craftsmanship, Fair Value, Welcoming and Immersive Experience, Ethically Conscious

Copy Examples

• •Headline: Craft Your Forever: The Holts Gems Bespoke Journey. Body: Since 1948, Holts Gems has transformed visions into cherished realities. Our master craftsmen and gemmologists work with you, blending timeless artistry with your unique story. Discover the ethically sourced gemstone that speaks to you and let us create a piece that’s exclusively yours. Begin your legacy today.
• •Headline: Beyond the Sparkle: The Holts Gems Ethical Commitment. Body: True beauty shines from within. At Holts Gems, every diamond is GIA certified and conflict-free, and we champion recycled golds. We believe luxury should be responsible. Choose a piece that not only captivates but also reflects your values.
• •Headline: Hatton Garden’s Heritage, Reimagined for You. Body: For over 75 years, Holts Gems has been a cornerstone of London's jewellery heart. Now, experience our new immersive showroom, where tradition meets cutting-edge design. Our family welcomes yours to explore a world of exceptional gemstones and bespoke possibilities.
• •Headline: The Art of the Unique: Why Settle for Anything Less? Body: Your story is one-of-a-kind; your jewellery should be too. At Holts Gems, our award-winning designers specialize in understanding your desires, translating them into breathtaking bespoke creations. From rare coloured gemstones to timeless diamond classics, let's create your future heirloom.
• •Headline: Expert Hands, Personal Touch: The Holts Gems Promise. Body: Navigating the world of fine jewellery can be daunting. Our GIA-qualified gemmologists and friendly designers are here to guide you with transparent advice and genuine care. Experience the confidence of crafting your perfect piece with Hatton Garden’s trusted experts.