Brand Tone

Artistic & Inspired, Personal & Approachable, Ethical & Conscious, Timeless & Cherished, Knowledgeable & Passionate

Brand Values

• •Originality & Unique Design
• •Craftsmanship & Quality
• •Ethical Sourcing & Sustainability
• •Personal Connection & Customer Service
• •Storytelling & Symbolism
• •Independence & Heritage

Best Practices

• •Emphasize Artistry and Inspiration: Always connect the jewellery back to its unique inspiration – be it nature, mythology, or a historical artifact. Use evocative and descriptive language that paints a picture.
• •Maintain a Personal and Passionate Voice: Write as if you are Joy or a member of her close-knit team sharing their love for jewellery. Use "we" and "our" to foster a connection. Share the story behind the brand and the pieces.
• •Highlight Ethical Commitment Subtly but Consistently: Weave in mentions of recycled materials, ethical sourcing, or sustainable practices where relevant, reinforcing this as a core value without being overly preachy.
• •Focus on Timelessness and Sentimental Value: Position the jewellery as more than just fashion; it’s about creating lasting memories, heirlooms, and pieces with personal significance.
• •Be Approachable and Informative: Avoid overly technical jargon unless explained. Aim to educate and guide the customer, making them feel comfortable and valued, reflecting the brand's desire to dispel the "stuffy jeweller" image.

Social Perception

Customers and the public generally perceive Joy Everley as a reputable, independent British jeweller offering high-quality, unique, and often ethically sourced pieces. They are seen as trustworthy, with a strong emphasis on craftsmanship and customer service. The brand is appreciated for its beautiful and original designs, often inspired by nature and whimsical themes, which carry a sense of timelessness and sentimental value. Their commitment to ethical practices and sustainability is increasingly recognized and valued. The personal touch of a family-run business also contributes positively to their image. They are viewed as a brand that can cater to various budgets while maintaining quality and a personal approach.

Copy Examples

• •Headline: Whispers of the Wild, Wrought in Gold. Body: Discover our Woodland Collection, where ancient forests and fleeting creatures are immortalized in silver and gold. Each piece, a tiny treasure, handcrafted to echo nature's timeless artistry. Find your story.
• •Headline: Your Story, Our Craft. Bespoke Heirlooms Begin Here. Body: Dreaming of a jewel that’s uniquely yours? Let’s create it together. From the first sketch to the final polish, Joy and our artisans will guide you in crafting a future heirloom, ethically sourced and lovingly made in our London workshop.
• •Headline: More Than Just Sparkle: Jewellery with a Conscience. Body: We believe beauty shouldn’t cost the Earth. Our sustainable engagement rings feature recycled precious metals and vintage diamonds, reimagined into timeless designs. Choose love, choose consciously.
• •Headline: From Joy’s Bench to Your Keepsake Box. Body: For over 30 years, Joy Everley has poured passion into every curve and gemstone. Explore collections born from curiosity and a love for the unique – handcrafted jewellery designed to be worn, loved, and passed down through generations.
• •Headline: Unlock the Magic: Charms That Tell Your Tale. Body: A silver bee for diligence, a golden compass for adventure. Our intricate charms are more than adornment; they're personal symbols, designed with meaning and crafted to last. Which story will you wear today?