Brand Tone

Authoritative, Trustworthy, Passionate, Service-Oriented, Classic & Refined

Brand Values

• •Authenticity
• •Heritage & History
• •Craftsmanship & Quality
• •Customer Trust & Service
• •Expertise
• •Family Tradition

Best Practices

• •Emphasize Expertise and Authenticity: Consistently mention GIA credentials, the process of sourcing and authenticating antiques, and the provision of Certificates of Authenticity. Use precise historical periods when describing antique items.
• •Tell the Story: For antique pieces, weave in the historical context and the journey of the item. For custom pieces, focus on the collaborative journey with the client. This adds emotional value and reinforces passion.
• •Maintain a Respectful and Knowledgeable Voice: Avoid overly casual slang or hype. The tone should reflect the value and often the historical significance of the pieces. Educate the audience subtly.
• •Highlight Trust Factors: Regularly mention "family-owned," "since 1980" (or the longer Faganarms heritage where appropriate and clear), positive customer testimonials, and guarantees to build and maintain confidence.
• •Ensure Visual and Textual Cohesion: The language used should match the high-quality imagery of the jewelry. For ancient pieces, the copy should evoke a sense of wonder and respect for history. For modern fine jewelry, it should speak to elegance and craftsmanship. If the TikTok Shop is a separate venture, ensure its branding and tone are clearly differentiated to avoid diluting the core brand's focus on fine and antique jewelry.

Social Perception

Positive for Customer Service & Quality; Intrigue and Some Skepticism around Ancient Items; Seen as Specialists; Potential Confusion with TikTok Shop Presence

Copy Examples

• •Hold history in your hand. This authentic Roman bronze ring, circa 100-300 AD, whispers tales of an ancient empire. Painstakingly sourced and gently refurbished for modern wear, it’s more than jewelry – it’s a tangible connection to the past. Certificate of Authenticity included. Explore the legacy at Picardi Jewelers.
• •Your story, exquisitely told. At Picardi Jewelers, our GIA Graduate Gemologists and master craftsmen bring your unique vision to life. From heirloom redesigns to dream engagement rings, experience the pinnacle of personalized artistry and unparalleled quality. Begin your bespoke journey with us.
• •Since 1980, Picardi Jewelers has been your trusted source for fine jewelry and remarkable antiquities. As a family-owned business with GIA Gemologists on staff, we are dedicated to authenticity, exceptional service, and offering pieces that carry profound meaning. Discover treasures that last a lifetime.
• •Unearth the spirit of the Norsemen. This genuine Viking Age pendant, rich with ancient symbolism, has journeyed through centuries to find you. Each mark tells a story of a formidable era. Own a piece of legend. #VikingJewelry #AncientArtifact #PicardiJewelers #AuthenticAntiques #WearableHistory
• •Discover Newly Unearthed Treasures & Timeless Classics at Picardi Jewelers