Brand Tone

Trustworthy, Personable, and Expert

Brand Values

• •Craftsmanship & Quality
• •Customer-Centric Service
• •Tradition & Heritage
• •Trust & Integrity
• •Personalization & Emotional Connection

Best Practices

• •Lead with Emotion, Support with Expertise: Start copy by tapping into the emotional reason for the purchase (love, memory, celebration). Then, support it with details about the craftsmanship, materials, and expertise that make the piece special.
• •Use "You" and "Your" Generously: Frame services and products around the customer's needs and stories. Phrasing like "Your story," "Your dream ring," and "Let's create your perfect piece" makes the brand feel personal and collaborative.
• •Champion the Family & Heritage Angle: Regularly mention the "second-generation," "family-run," and "since 1974" aspects. This is a key differentiator from chain stores and builds immediate trust and a sense of tradition.
• •Showcase the "Before and After": For remodelling and repair services, visual storytelling is powerful. Use images and videos to highlight the transformative skill of the workshop, as this is a core part of the brand's positive perception.
• •Maintain a Personable Voice in All Interactions: When replying to comments and messages on social media, use a warm, friendly, and helpful tone. Address people by name when possible and answer questions thoroughly. This reinforces the approachable, expert persona that customers value.

Social Perception

The public and customer perception of Michael Robert Jewellers is overwhelmingly positive. They are seen as highly recommended and reputable, problem solvers, skilled bespoke designers, and friendly and approachable experts.

Copy Examples

• •From a conversation to a cherished reality. We had the absolute pleasure of working with a wonderful couple to bring their dream engagement ring to life. This bespoke creation features a hand-selected diamond set in platinum, designed to be as unique as their love story. Every detail, crafted with love, right here in our Bolton workshop. #BespokeJewellery #EngagementRing #Handcrafted #BoltonJewellers #SheSaidYes
• •Don't let precious memories hide away in a drawer. This beautiful modern ring was born from a collection of unworn, sentimental family gold. Our passion is transforming heirlooms into pieces you can love and wear every day. Have jewellery with a story? Let's write the next chapter together. Send us a message to start your own bespoke journey! #JewelleryRemodelling #HeirloomJewellery #BespokeDesign #FamilyBusiness #Craftsmanship
• •Your Story, Set in Stone. For over 50 years, our family has been crafting and repairing beautiful jewellery for yours. Discover the magic of bespoke design and trusted craftsmanship at Michael Robert Jewellers.
• •Trusted with Bolton's Treasures Since 1974. From a simple clasp repair to a complex watch service, our on-site workshop and expert goldsmiths treat every piece with the care it deserves. Bring your beloved jewellery back to life. Visit us on Blackburn Road for a complimentary consultation.
• •This is why we do what we do! ✨ Seeing the joy when a customer sees their reimagined jewellery for the first time is simply the best. Were so grateful to be a part of these special moments. Thank you for trusting us! #CustomerLove #JewelleryRepair #BespokeJewellery #Bolton #FamilyJewellers