Brand Tone

professional expertise and approachable trustworthiness

Brand Values

• •Honesty and Integrity
• •Expertise and Craftsmanship
• •Personal Connection and Customer Service
• •Passion for the Craft
• •Building Lasting Relationships

Best Practices

• •Lead with Trust and Heritage: Always leverage the brand's long history (since 1979) to build immediate credibility. Phrases like 'A Portland tradition' or 'Four decades of expertise' are powerful.
• •Balance Professionalism with Passion: While the tone should remain professional, don't be afraid to inject the passion that the jewelers so clearly have. Use evocative and emotional language when describing the jewelry and the stories behind it.
• •Educate and Empower the Customer: Create content that demystifies the jewelry buying process. This reinforces the brand's value of honesty and positions them as a helpful guide rather than just a seller.
• •Emphasize the 'No-Pressure' Experience: For a significant purchase like fine jewelry, the promise of a 'relaxed,' 'welcoming,' and 'no-pressure' environment is a major differentiator. This should be a recurring theme in calls to action.
• •Tell a Story: Whether it's the history of an estate piece, the process of a custom design, or the story of the brand itself, narrative is key. People connect with stories, and they add immense value to the product.

Social Perception

Overwhelmingly positive. Customers perceive the staff as friendly, professional, knowledgeable, and trustworthy, praising high-quality work, custom designs, and a non-pressure, welcoming environment. They are seen as a highly respected and trusted local institution.

Copy Examples

• •A legacy of love, a lifetime of brilliance. Since 1979, we've helped Portland's discerning individuals find or create the one ring that tells their unique story. Our expertise is your confidence. Begin your forever with a piece that's as genuine as your commitment.
• •This Art Deco treasure just arrived in our showroom. Imagine the stories it could tell. We believe that the most beautiful jewelry has a soul. Come in and discover a piece of history that's ready for its next chapter with you.
• •Your vision, our expertise. Whether you're dreaming of a bold, modern statement or a delicate heirloom-inspired piece, our master jewelers are here to bring it to life. Schedule a complimentary, no-pressure consultation and let's build your legacy, together.
• •Style is personal. Our collection of men's estate and custom jewelry is for the man who appreciates craftsmanship and individuality. From vintage signet rings to custom Cuban chains, find the piece that speaks to you.
• •Ever wondered why 18k gold has that rich, buttery color? In our latest blog post, we're demystifying the world of gold alloys. At ARJL, we believe an informed choice is a confident one. Read on to become a gold expert!