Brand Tone

Expert, Direct, and Assuring

Brand Values

• •Uncompromising Quality
• •Precision
• •Longevity & Reliability
• •Authenticity

Best Practices

• •Lead with Expertise: Always frame content from a position of authority and experience. Use phrases like "Engineered for," "The result of 25+ years of," and "The professional's choice."
• •Focus on "How" and "Why": Explain the technical benefits in simple terms. Instead of just saying "it's better," explain *why* a precision-ground flat stone is better for a chisel back. This educates the customer and builds trust in the brand's knowledge.
• •Use Assuring, Calm Language: Employ instructional and reassuring phrases. "Let the diamond do the work," "Use light pressure," and "A few simple strokes is all it takes" demystifies the process and empowers the user.
• •Emphasize Legacy and Authenticity: Reference the brand's history, the founder (James Barry), and the "original formula" of its products. This creates a story of a trusted, authentic brand that has stood the test of time.
• •Speak to the Discerning User: Write for an audience that values quality and performance over gimmicks. Use specific, technical terms like "monocrystalline diamond," "electroplated," and "lapping fluid" where appropriate, as this signals that you understand and respect their craft.

Social Perception

Respected Niche Authority

Copy Examples

• •The Foundation of a Perfect Edge. Our precision-ground diamond stones are engineered to be perfectly flat, because a true edge starts with a true surface.
• •Built on 30 years of expertise. This 8" double-sided diamond stone features a 300-grit face for rapid honing and a 1000-grit side for a razor-sharp finish. Electroplated monocrystalline diamonds on a rigid steel base ensure a lifetime of reliable sharpening. Let the diamond do the work.
• •In this video, James Barry demonstrates the correct technique for flattening the back of a chisel. Learn why a flat, true reference surface is the most critical step for achieving a perfect, razor-sharp edge that lasts.
• •Are You Sharpening, or Just Grinding? Applying too much pressure doesn't speed up sharpening—it compromises your edge. Our system is designed for a light touch. Trust the diamond, feel the feedback, and achieve a superior edge with less effort.
• •Your grandfather's tools, sharpened with modern precision. James Barry Sharpening Solutions brings over 30 years of diamond abrasive engineering to your workshop. Achieve repeatable, razor-sharp results on everything from plane irons to turning gouges. Invest in the last sharpening stone you'll ever need.