Brand Tone

approachable, celebratory, and confident

Brand Values

• •Individuality and Self-Expression
• •Inclusivity
• •Ethical and Responsible Sourcing
• •Quality Craftsmanship
• •Guidance over Selling

Best Practices

• •Always Lead with 'You': Center the copy around the customer's story, desires, and individuality. Use phrases like "Your story," "Unapologetically you," and "Your rules" to maintain a personal and empowering tone.
• •Celebrate, Don't Just Sell: Frame the jewelry not just as a product, but as a symbol of a momentous occasion. Use celebratory and emotive language to connect with the joy of engagements, weddings, and personal milestones.
• •Emphasize the 'Different': Consistently highlight what sets the brand apart the unique gemstones, the bespoke process, and the departure from tradition. Use words like "unique," "alternative," "one-of-a-kind," and "break the mould."
• •Be an Open Book: Talk transparently about ethical sourcing, the use of lab-grown diamonds, and the craftsmanship process. This builds trust and reinforces the brand's core values.
• •Maintain an Approachable Expertise: While showcasing deep knowledge of gemology and design, keep the language accessible and friendly. Position the team as helpful guides on a creative journey, not as intimidating experts.

Social Perception

modern, ethical, and desirable alternative

Copy Examples

• •Perfectly imperfect, and utterly one-of-a-kind. Just like your love story. Our salt and pepper diamond rings are for those who write their own rules. #YourStorySetInStone #AlternativeBride #JessicaFlinn
• •Found your forever person? Now, find your forever ring. At Jessica Flinn, we don't do boring. We do bespoke, beautiful, and unapologetically you. Book a free consultation and let's create something magical together. ✨
• •Don't just dream about it. Design it. Your vision, our craftsmanship. Let's create a ring that's 100% you, from the gemstone to the final polish. Start your bespoke journey today.
• •POV: You finally found an engagement ring that feels like YOU. ✨ We're all about breaking traditions and celebrating individuality. What's your dream ring? #EngagementRing #UniqueJewellery #RingStack #Diamond
• •Shine with a Clear Conscience: Why Ethically Sourced Gemstones and Lab-Grown Diamonds are the Future of Fine Jewellery.