Brand Tone

Authentic, passionate, expert, descriptive, and evocative.

Brand Values

• •Master Craftsmanship
• •Personalization and Collaboration
• •Quality and Longevity
• •Connection to Nature
• •Customer Happiness

Best Practices

• •Lead with the 'Why': Always start with the emotion, the story, or the inspiration behind the piece. The technical details are secondary to the meaning.
• •Highlight the Human Touch: Emphasize the "who" behind the brand—the classically trained goldsmiths, Allison and Yvon. Use phrases like "crafted by our hands," "in our Nelson workshop," and "a collaboration with our jewelers."
• •Use Storytelling: Frame products within a narrative. Talk about the client who commissioned a piece, the mountain range that inspired a ring, or the joy of the creative process.
• •Emphasize Collaboration: Use inclusive and inviting language like "let's create together," "share your ideas with us," and "we'll guide you through the process." This reinforces their core value of personalization.
• •Connect to Place: Continuously root the brand in its location. Reference "Nelson," "Aotearoa," and specific elements of New Zealand's natural landscape to strengthen the brand's unique identity and appeal.

Social Perception

Jewel Beetle is perceived as a highly reputable, trustworthy, and skilled artisan jeweler. Customers see them not just as a store, but as creative partners who guide them through the process of creating or choosing a significant piece of jewelry. The brand is associated with high quality, unique design, and excellent, non-pushy customer service. The hands-on workshops they offer have further solidified their image as a community-focused brand that shares its passion and skills with others. They are viewed as a local gem in Nelson, valued by both residents and visitors seeking a meaningful memento of New Zealand.

Copy Examples

• •Your love story is one-of-a-kind. Your ring should be too. Sit with our goldsmiths, share your vision, and let's translate your unique journey into a future heirloom. From the first sketch to the final polish, we'll craft a symbol of your love that is yours and yours alone.
• •Inspired by the silver light on a fern frond and the call of the fantail. Our Native Flora & Fauna collection is handcrafted to capture the wild, quiet beauty of Aotearoa. Wear a piece of home, wherever you go.
• •There's magic in making something with your own hands. Join our 'Ring Fling' workshop, where you'll carve your own design in wax and we'll cast it in solid silver. No experience needed—just an afternoon of creativity, fun, and a beautiful, personal ring to take home. Spaces are limited, book your spot at the bench!
• •It starts with a spark of an idea. Then, the patient work of filing, shaping, and polishing. For over 20 years, the magic of transforming precious metals into beautiful objects has been our passion. This is more than jewelry; it's a piece of our heart, crafted for you.
• •That unworn ring in your jewelry box holds a history. Let's give it a future. We specialize in breathing new life into old treasures, transforming inherited stones and precious metals into a modern design you'll love to wear every day. Let's continue its story, together.