Brand Tone

Trustworthy, Expert, and Approachable.

Brand Values

• •Trust and Integrity
• •Expertise and Quality
• •Community and Heritage
• •Customer Service
• •Enduring Value

Best Practices

• •Lead with Expertise, Close with a Welcome: Always ground your copy in your credentials (GIA Gemologists, 40 years of experience, custom design) but ensure the call to action is warm and inviting ("Come have a chat," "Let us help you," "We're here for you").
• •Emphasize "In-House" and "Family": These terms are powerful differentiators that build trust. Regularly mention that repairs, appraisals, and designs are done "in-house" by a "family-owned" business to reinforce reliability and a personal touch.
• •Tell the Story Behind the Jewelry: Whether it’s a post about a diamond-sourcing trip to Belgium or the restoration of an antique piece, storytelling reinforces the values of heritage, quality, and craftsmanship.
• •Educate, Don't Just Sell: Use your platform to answer common questions (like your FAQ page on natural vs. lab-grown diamonds). This positions you as a trusted authority and builds confidence in potential buyers.
• •Mirror Your Customer's Language in Testimonials: Actively use reviews and testimonials in your marketing. The authentic, positive language of your customers—using words like "friendly," "trust," "craftsmanship," and "helpful"—is the most powerful copy you have. Let their voice become an extension of your brand's voice.

Social Perception

Nettles Fine Jewelry is perceived as a highly reputable and reliable local jeweler. Customers view them as the "best jewelry store in town," a place to go for significant life purchases like engagement rings and for handling precious heirloom pieces. The brand is associated with high-quality work, fair dealing, and a pleasant, non-intimidating shopping experience. This strong positive perception is built almost entirely on word-of-mouth and consistent service over many years.

Copy Examples

• •Your love story is one-of-a-kind. Your ring should be too. For 40 years, our GIA-certified gemologists have helped couples in St. Augustine design the perfect symbol of their commitment. Let's create your forever piece, together.
• •Some stories deserve to be retold. Let us breathe new life into your cherished family heirlooms. Our master jewelers combine decades of craftsmanship with your vision to create a piece that honors the past while shining brightly for the future.
• •From the diamond markets of Antwerp directly to St. Augustine. We personally hand-select each diamond to ensure it meets our four-decade standard of quality. It’s not just a purchase; it’s a promise of enduring value.
• •Whether you're celebrating a milestone or just need a trusted hand for a simple repair, our family is here to serve yours. Experience the friendly service and expert care that has made us St. Augustine's trusted jeweler since 1983.
• •Time is precious. So is your timepiece. From vintage restoration to Rolex servicing, our in-house experts handle every watch with the precision and care it deserves. Trust 40 years of experience to keep you on time.