Brand Tone

Aspirational and Romantic, Educational and Trustworthy, Elegant and Modern.

Brand Values

• •Quality and Craftsmanship
• •Transparency and Education
• •Customer-Centricity
• •Modern Love and Celebration

Best Practices

• •Always Blend Romance with Reassurance: Every piece of copy should balance aspirational, emotional language with factual, reassuring details about quality, ethics, and value (e.g., The symbol of your eternal love, crafted with an ethically-sourced, certified lab-grown diamond.).
• •Maintain a Consistent Lexicon: Use a defined set of keywords across all platforms. Terms like brilliance, handcrafted, celebrate, milestone, modern, and timeless should be central to the brand's vocabulary.
• •Educate, Don't Just Sell: Frame promotional content within an educational context. Instead of just saying a diamond is high quality, explain why (e.g., Our VVS1 clarity lab-grown diamonds contain minuscule inclusions, invisible to the naked eye, ensuring a flawless sparkle.).
• •Segment the Tone by Platform, Not the Voice: The overall brand voice should remain elegant and trustworthy. However, the tone can adapt: Instagram and Facebook can be more romantic and visual, while the website blog and YouTube can adopt a more educational and in-depth tone.
• •Create a Who We Are Not Guideline: To maintain consistency, clearly define what the brand is not. For example: We are not cheap or discounted; we are accessible luxury. We are not traditional; we are timeless yet modern. We do not use slang or overly casual language. This helps prevent brand dilution across different marketing channels.

Social Perception

The public perception of PT Diamond & Co. is positive within its target market, recognized as a provider of quality diamond jewelry in Indonesia. Its focus on lab-grown diamonds appeals to younger, ethically conscious consumers, aligning with a growing market trend. While general conversation around lab-grown diamonds is largely positive, citing identical properties to natural diamonds at a lower cost, some debates persist regarding long-term investment value.

Copy Examples

• •Some moments are meant to last forever. Our Ava engagement ring, featuring a stunning 2-carat lab-grown diamond, is more than just a piece of jewelry—it's the beginning of your forever. Tag the one you want to create endless moments with. #PTDiamond #LoveInFullBloom #EngagementRing
• •Natural or Lab-Grown? The choice is yours, and the beauty is undeniable. At PT Diamond & Co., we believe in transparent choices. Both our earth-mined and lab-grown diamonds are identical in brilliance and quality. Discover the science of sparkle and find the perfect diamond that aligns with your values. Learn more on our blog. #DiamondEducation #EthicalChoice #LabGrownDiamonds
• •Your Story, Your Design, Your Diamond. Experience the luxury of choice with our bespoke engagement ring service. Handcrafted with exceptional lab-grown diamonds for the modern couple. Start designing your future today.
• •(Video opens with beautiful slow-motion shots of a diamond ring) What makes a diamond truly shine? It’s more than just its sparkle—it's the story it tells. Welcome to PT Diamond & Co., where we combine timeless craftsmanship with modern innovation. Today, let’s explore the elegance of the oval cut and why it's the perfect choice for your love story.
• •Subject: A Celebration of You | An Exclusive Offer Inside Life is a collection of beautiful moments. Whether it's an anniversary, a milestone, or a 'just because' gift to yourself, celebrate it with a brilliance that never fades. For a limited time, enjoy an exclusive 15% off our collection of diamond earrings and necklaces. Because every achievement deserves to be immortalized in style. #CelebrateWithDiamonds #PTDiamondCo