Brand Tone

Professional & Knowledgeable, Friendly & Approachable, Trustworthy & Reliable, Elegant & Aspirational (but Accessible)

Brand Values

• •Quality & Craftsmanship
• •Customer Satisfaction & Trust
• •Integrity & Honesty
• •Heritage & Expertise
• •Community Focus
• •Personal Connection

Best Practices

• •Always Emphasize Expertise with Warmth: Combine professional language regarding craftsmanship, materials, and services with a friendly, approachable tone. Avoid overly technical jargon unless explaining something specific where detail is necessary, and even then, ensure it's understandable.
• •Highlight the Family & Local Connection: Regularly remind your audience that you are a long-standing, family-run business rooted in the Bolton community. This builds trust and a personal connection.
• •Focus on Storytelling and Emotion: Jewellery is often tied to significant life events and emotions. Craft copy that resonates with these feelings – love, celebration, milestones, heritage.
• •Be Customer-Centric and Service-Oriented: Frame your copy around how your products and services benefit the customer. Emphasize helpfulness, personalized attention, and solutions to their needs (e.g., finding the perfect gift, repairing a cherished heirloom).
• •Maintain Visual and Textual Consistency: Ensure the tone of your copy aligns with your visual branding (elegant but welcoming photography/videography). Use consistent terminology and phrasing across all platforms (website, social media, ads) to reinforce your brand identity. Develop a simple style guide for common phrases or ways to describe your services.

Social Perception

Highly Positive, Trusted Local Institution, Expert & Helpful, Friendly & Welcoming, Good Value

Copy Examples

• •Facebook Post (New Arrival - Engagement Ring): Begin your forever story with a sparkle that lasts a lifetime. ✨ This breathtaking new diamond engagement ring has just arrived, showcasing exceptional craftsmanship and timeless elegance. Our family has been helping Bolton couples find their perfect symbol of love for over 40 years. Come in and let our friendly experts help you find yours. #MichaelRobertJewellers #BoltonJewellers #EngagementRing #DiamondRing #SheSaidYes #FamilyJewellers
• •Instagram Caption (Bespoke Design Service): Dreaming of a piece that's uniquely yours? 💭 At Michael Robert Jewellers, we turn your vision into reality. From initial sketch to final polish, our bespoke design service combines your inspiration with our decades of expertise. Let's create something extraordinary together. DM us or visit our Bolton showroom to start your journey. #BespokeJewellery #CustomMade #JewelleryDesign #Craftsmanship #MichaelRobertJewellers #Bolton #UniqueJewellery
• •Website Banner (Highlighting Trust & Expertise): Your Trusted Family Jeweller in Bolton for Over 40 Years. Expert advice, exceptional quality, and a warm welcome, always. Discover our collections or discuss your bespoke needs today.
• •Email Newsletter Snippet (Promoting Repair Service): Is your treasured timepiece in need of attention, or does a beloved bracelet need a little TLC? At Michael Robert Jewellers, our expert on-site repair service combines traditional craftsmanship with modern techniques to restore your precious items to their former glory. Trust us to care for your jewellery as if it were our own. Click here to learn more or visit us in-store.
• •Local Ad Copy (Focus on Community & Value): Michael Robert Jewellers: Bolton's heart of gold for over 40 years. From stunning engagement rings to cherished watch repairs, we offer exceptional quality and honest, friendly service you can trust. Supporting our community, one beautiful piece at a time. Visit us on [Street Name], Bolton.