Brand Tone

The brand employs a dual tone that adapts to the platform while remaining cohesive: Professional & Expert (knowledgeable, trustworthy, quality-focused on website/repair services) and Friendly & Approachable (personal, warm, community-oriented on social media, especially TikTok). This combination makes the brand feel like an established local expert that is also modern and friendly.

Brand Values

• •Heritage and Trust
• •Quality and Craftsmanship
• •Customer Service
• •Community Focus
• •Modern Curation

Best Practices

• •Balance Expertise with Warmth: Always blend professional, trustworthy language (e.g., "official stockist," "expert craftsmanship") with friendly, approachable phrases (e.g., "pop in and see us," "your summer jewellery sorted"). This maintains the brand's dual-tone identity.
• •Anchor in Community: Regularly mention "Spalding" and the brand's long history within the town. This reinforces the core value of being a trusted, local business and builds a stronger connection with the community.
• •Tell the Story of the Jewellery: Instead of just listing features, frame products within a narrative. Use phrases like "treasures of Bali," "your sign to get a perma-jewel ready for summer," or "perfect for someone you know or going on your wish list?"
• •Adapt the Tone for the Platform: Keep the expert tone for the website and service descriptions. Use a more personal, conversational, and visual style for Instagram, and an even more informal, behind-the-scenes, and trend-aware voice for TikTok.
• •Highlight Service and Trust in Every Channel: Whether posting about a new product or a promotion, weave in mentions of the brand's core values, such as its commitment to service, quality, and its status as a trusted independent jeweller for over 25 years.

Social Perception

Penman Watch & Jewellery is perceived as a highly reputable and trusted local institution. Customers view it as the go-to place for both significant purchases and expert repairs. The overwhelmingly positive reviews reflect a loyal customer base that values the combination of skilled craftsmanship and genuinely friendly, personal service. The brand is seen as reliable, fair-priced, and an integral part of the local high street. Its modern social media presence helps it stay relevant and connect with a broader audience without alienating its traditional clientele.

Copy Examples

• •Elegance you can wear every day. ✨ Introducing the latest collection from [Designer Brand], where timeless design meets modern sensibility. Each piece is crafted to make you feel extraordinary. Find the full collection in-store and online now. #PenmanJewellery #DesignerJewellery #Spalding #TimelessStyle
• •From Family Heirloom to Favourite Timepiece. For over 25 years, our master craftsmen have brought cherished watches and jewellery back to life. Trust our expert repair service to restore your treasures. Get your free quote today. [Link to Repairs Page]
• •(Video opens with a friendly staff member smiling at the camera) Good morning, Spalding! We've just had the most stunning delivery from Daisy London, and I couldn't wait to show you. Look at the detail on these... (shows a piece of jewellery). Perfect for adding a little sunshine to a cloudy day! Pop in and say hi! #PenmansSpalding #NewIn #DaisyLondon #ShopLocalUK
• •Since 1998, we've been Spalding's trusted home for fine jewellery and expert watch repairs. Whether you're celebrating a milestone or restoring a memory, our family is here to help yours. Thank you for being part of our story for over 25 years. #PenmanHeritage #SpaldingJewellers #FamilyBusiness
• •Subject: A Timeless Gift for a Modern Love Snippet: Searching for the perfect symbol of your journey? Explore our curated collection of engagement rings, from classic diamonds to contemporary lab-grown stones, and find the one that tells your unique story.