Brand Tone

Approachable and Friendly, Professional and Knowledgeable, Passionate and Creative, Trustworthy and Reliable

Brand Values

• •Craftsmanship & Quality
• •Customer Focus & Personal Service
• •Bespoke & Unique Design
• •Experience & Expertise
• •Integrity & Trust
• •Adaptability & Modernity

Best Practices

• •Emphasize Craftsmanship and Expertise: Always weave in the heritage of goldsmithing, the years of experience, and the skill involved in creating each piece. Use terms like handcrafted, master goldsmith, bespoke, and precision.
• •Maintain a Personal and Approachable Voice: Write as if you're speaking directly to a valued client. Use warm, friendly language. Ask questions and invite dialogue. Share stories (with permission) to humanize the brand.
• •Highlight the Bespoke Journey: Focus on the collaborative process of creating unique jewelry. Emphasize how you listen to clients' needs and translate their visions into reality. Use phrases like your vision, our creation, designed with you, one-of-a-kind.
• •Build Trust Through Transparency and Quality: Clearly communicate the quality of materials and the attention to detail. Back up claims with customer testimonials or guarantees (like warranties where applicable, e.g., as seen with some designer rings they stock).
• •Balance Tradition with Modernity: Showcase both classic designs and innovative materials/collections. This appeals to a broader audience and demonstrates the brand's ability to stay current while respecting its roots.

Social Perception

Highly Recommended, Expert & Skilled Jeweller, Excellent Customer Service Provider, Creator of High-Quality, Beautiful Jewellery, Trustworthy & Reliable, Go-To for Bespoke & Special Pieces.

Copy Examples

• •Headline: Your Forever, Uniquely Crafted. Body: At Lance James, we believe your love story is one-of-a-kind. For over 30 years, our master goldsmiths have passionately handcrafted bespoke wedding and engagement rings, turning your dreams into timeless treasures. Let's create a symbol as unique as your journey. Call to Action: Book Your Personal Consultation Today.
• •Headline: More Than a Jeweller, Your Personal Goldsmith. Body: Experience the Lance James difference. We’re not just salespeople; we’re artisans dedicated to quality and personal service. From understanding your vision to the final polish, we’re here to guide you with expertise and a friendly touch. Call to Action: Discover Our Craftsmanship.
• •Headline: Modern Designs, Traditional Skills. Body: Embrace the future of jewellery with our cutting-edge collections in titanium and carbon fibre, all brought to life with the time-honoured skills of traditional goldsmithing. Quality you can see, innovation you’ll love. Call to Action: Explore Contemporary Collections.
• •Headline: Cherished Heirlooms, Reimagined for You. Body: Have treasured pieces that deserve a new life? Our bespoke redesign service lovingly transforms your inherited jewellery into stunning new creations you’ll wear with pride. Let's preserve your memories, beautifully. Call to Action: Tell Us About Your Heirlooms.
• •Headline: The Perfect Fit, Guaranteed. Body: Finding your ideal ring should be a joy. That’s why we offer a complimentary sizing kit and expert guidance every step of the way. Experience the confidence of a perfect fit and exceptional service, from our workshop to your hand. Call to Action: Request Your Free Sizing Kit.