Brand Tone

Professional and Expert, Personal and Friendly, Passionate and Discerning, Trustworthy and Reputable

Brand Values

• •Quality and Craftsmanship
• •Uniqueness and Individuality
• •Customer Empowerment and Personal Service
• •Legacy and Experience
• •Integrity and Fair Dealing

Best Practices

• •Emphasize Expertise with Approachability: Use language that conveys knowledge and experience (e.g., "master goldsmiths," "over 40 years of expertise") but always balance it with warm, inviting, and customer-centric phrasing (e.g., "your trusted advisors," "we're here to help," "a personal journey").
• •Highlight Uniqueness and Personal Expression: Consistently thread the theme of individuality and self-expression through your copy. Use words like "unique," "bespoke," "one-of-a-kind," "personal style," and "true reflection of you."
• •Show, Don't Just Tell, About Customer Service: Instead of just saying "we have great service," use phrases that demonstrate it, such as "guidance without pressure," "making your dreams a reality," or by sharing snippets of positive customer experiences.
• •Maintain a Professional yet Passionate Voice: Your copy should feel both established and genuinely enthusiastic. Reflect the team's passion for "extraordinary" jewellery and the "art of craftsmanship."
• •Be Consistent Across All Platforms: Ensure the tone used on your website (e.g., "Our Story," product descriptions) is mirrored in your social media captions, email marketing, and even in-store signage to build a cohesive and recognizable brand identity.

Social Perception

Highly Regarded for Customer Service, Trusted for Quality and Unique Jewellery, Specialists in Engagement and Wedding Rings, Go-To for Bespoke and Repair Services, A Welcoming and Non-Intimidating Atmosphere

Copy Examples

• •Begin your forever with a ring as unique as your love story. For over 40 years, we've been helping couples in Edinburgh find or create the perfect symbol of their commitment. Our experts are here to guide you, not pressure you, every step of the way. Discover exceptional craftsmanship and a personal touch at Robert Anthony Jewellers.
• •Imagine a piece of jewellery that's entirely *you*. At Robert Anthony Jewellers, our master goldsmiths turn your vision into reality, crafting exquisite, one-of-a-kind treasures. Let's create something extraordinary together, a true reflection of your unique style.
• •Jewellery is more than adornment; it's a personal statement. Since 1981, Robert Anthony Jewellers has been dedicated to offering unique, handcrafted pieces that allow your true essence to shine. Experience the difference that passion, expertise, and genuine care make.
• •Discover the artistry of Giovanni Raspini, exclusively at Robert Anthony Jewellers in Edinburgh. Each piece tells a story of Italian craftsmanship and distinctive design. We personally select collections that inspire and captivate – find your next cherished heirloom with us.
• •It's more than just jewellery to us; it's about the moments and memories you create. We're humbled by the kind words from our clients, like [mention a positive theme from a review, e.g., 'feeling like family']. Our greatest reward is being your trusted companion on your jewellery journey.