Brand Tone

Artisanal & Passionate, Elegant & Refined, Ethical & Conscious, Personal & Approachable, Heritage-Aware & Proud

Brand Values

• •Craftsmanship
• •Ethical Responsibility
• •Individuality & Bespoke Service
• •Quality & Durability
• •Customer Experience
• •Preservation of Heritage

Best Practices

• •Emphasize Storytelling: Focus on the narrative behind the pieces, the inspiration, the journey of creation, or the story the piece will tell for the wearer. This aligns with their "creating stories through unique jewellery" ethos.
• •Use Sensory and Evocative Language: Describe the tactile qualities, the play of light on gemstones, and the feeling of wearing the jewellery. Words like "symphony," "flows," "tactile," and "crisp, clear lines" can enhance the perception of luxury and craftsmanship.
• •Consistently Highlight Ethical Commitments: Weave in mentions of ethical sourcing and conscious crafting naturally within product descriptions and brand stories, reinforcing this core value. Don't just state it; explain its importance.
• •Maintain a Balance of Elegance and Approachability: While the brand is high-end, the copy should remain welcoming, especially when inviting clients for bespoke consultations. Avoid overly technical jargon unless explaining specific craft details that add value.
• •Develop a Brand Voice Guideline Document: Create a reference for all team members involved in content creation, outlining key brand vocabulary, "do's and don'ts" for language, and examples of on-brand copy for different contexts (e.g., product descriptions, social media, email). This ensures consistency across all touchpoints.

Social Perception

Trusted & Reputable, Artistic & Unique, Ethically Minded, Personal & Caring, High-End & Valuable

Copy Examples

• •Your love story is unique. Your ring should be too. Journey with us to create a bespoke engagement ring, handcrafted with ethically sourced diamonds and a passion for timeless design. Let's capture your forever, together.
• •Introducing the 'Lissos' Collection – where organic forms meet refined elegance. Each piece, consciously crafted in our Birmingham workshop, flows with the body, echoing the serene beauty of the natural world. Discover jewellery designed to feel as exquisite as it looks.
• •Beauty that feels good, inside and out. At James Newman Jewellery, every gemstone is ethically sourced, every precious metal consciously chosen. Wear a piece that not only tells your story but also reflects a commitment to a better world.
• •More than just jewellery, it's a legacy of artistry. For over 25 years, James Newman has been hand-forging dreams into reality from the heart of Birmingham's historic Jewellery Quarter. Experience the dedication in every detail.
• •From our hands to yours. A glimpse into the delicate dance of fire and artistry that brings a James Newman creation to life. Each curve, each setting, meticulously perfected. #HandmadeLuxury #BespokeJewellery #EthicalCraftsmanship #BirminghamJewelleryQuarter