Brand Tone

Expert & Passionate, Authentic & Trustworthy, Family-Oriented & Approachable, Educational

Brand Values

• •Quality & Craftsmanship
• •Direct Sourcing & Rarity
• •Family Heritage & Expertise
• •Customer Satisfaction & Trust
• •Education & Transparency

Best Practices

• •Lead with Passion & Expertise: Always let the genuine love for gemstones and deep knowledge shine through. Whether it's a product description or a social media post, share interesting facts, the story behind a gem, or the intricacies of the craft.
• •Emphasize the "Family" and "Handcrafted" Angle: Continuously remind your audience that they are supporting a multi-generational family business where real artisans (including family members) are involved in every step, from sourcing to the final polish.
• •Show, Don't Just Tell, the Journey: Utilize video and photography to showcase Steve's travels, the gem-cutting process, and the design creation. This visual storytelling reinforces authenticity and the unique value proposition.
• •Maintain an Educational & Approachable Voice: Break down complex gemological information into digestible and engaging content. Encourage questions and interactions on social media, positioning the brand as a friendly expert.
• •Be Consistent with Quality & Rarity in Messaging: Use language that reflects the high quality of the materials and the uniqueness of the gemstones. Words like "rare," "exotic," "precision-cut," "hand-selected," and "one-of-a-kind" should be staples in your copy, reinforcing the premium nature of your offerings.

Social Perception

Highly Regarded for Expertise & Quality, Trusted & Reputable, Unique & One-of-a-Kind, Personal & Friendly Service, Adventurous & Authentic Story

Copy Examples

• •Headline: From Deep Earth to Dazzling Design: Your Story, Set in Stone. Body: At Moriarty's Gem Art, we journey to the world's most remote mines to hand-select rare, natural gemstones. Our master artisans then transform these treasures into breathtaking, custom jewelry that’s as unique as you are. Discover the Moriarty difference – where adventure, expertise, and family passion meet. Call to Action: Create Your Dream Piece Today.
• •Headline: More Than a Gemstone. It's a Moriarty. Body: For over 40 years, the Moriarty family has been dedicated to the art of a gemstone. From Steve Moriarty’s global sourcing trips to our in-house precision cutting and award-winning custom designs by Christopher Michael, every piece tells a story of passion and unparalleled craftsmanship. Own a legacy, not just jewelry. Call to Action: Explore Our Collections.
• •Headline: Unveil the True Brilliance. Expertly Cut, Ethically Sourced. Body: Experience the vibrant life within each gemstone, brought forth by Steve Moriarty's master cutting. We believe in transparency from mine to masterpiece, ensuring every gem is ethically sourced and meticulously crafted in our Crown Point studio. Call to Action: Learn About Our Sourcing.
• •Social Media Post (Instagram/Facebook - with a video of gem cutting): Text: ✨ Witness the Magic! ✨ From a raw crystal, untouched by time, to a dazzling, precision-cut gem ready to tell its new story. Steve Moriarty shares his passion for lapidary art, bringing out the hidden fire in every stone. What story will your Moriarty gem tell? #MoriartysGemArt #GemCutting #Lapidary #CustomJewelry #Handcrafted #GemstoneMagic #MoreGems Call to Action: Watch the Full Transformation on our YouTube! (Link in Bio)
• •Email Subject: A Special Invitation: Discover Gems with the Moriarty Family Body: Join us for an exclusive online event! Steve Moriarty will be sharing insights from his latest gem-sourcing adventure and showcasing newly acquired rare stones. Learn about the journey of these incredible gems and see the passion that goes into every piece we create at Moriarty's Gem Art. As a valued member of our community, get a first look and special offers. Call to Action: Register for Our Live Gem Show!