Brand Tone

Expert, Trustworthy, and Approachable

Brand Values

• •Heritage
• •Craftsmanship
• •Personalization
• •Trust

Best Practices

• •Always Lead with Expertise and Warmth: Every piece of copy, from a social media post to a product description, should balance knowledgeable language with a friendly, approachable tone. Use "we" and "our team" to sound personal.
• •Emphasize Heritage and Trust: Regularly mention the "family-run" aspect and the "since 1981" heritage. This builds immediate credibility and differentiates the brand from larger, non-local chains.
• •Tell the Story Behind the Piece: When showcasing jewellery, go beyond the technical specs. Talk about the design inspiration, the craftsmanship involved, or the concept of it becoming a part of a customer's story. This adds emotional value.
• •Use Testimonials as a Cornerstone: Weave customer quotes and stories into your marketing materials. Social proof is your most powerful asset, and using the authentic words of happy clients reinforces your values of trust and service.
• •Focus on "Forever," Not "For Now": Position your products as lifelong investments and future heirlooms. Use words like "timeless," "lasting," "heirloom," and "cherished." This elevates the brand beyond transient trends and speaks to the quality of the craftsmanship.

Social Perception

Highly reputable, customer-centric, a go-to for special occasions, problem solvers, and perceived as fair and honest within the local community.

Copy Examples

• •Website Homepage Banner: Headline: Crafting Edinburgh's Love Stories Since 1981. Sub-headline: Discover our collection of exquisite engagement rings and bespoke wedding bands, designed to last a lifetime.
• •Instagram Post: From a simple sketch to a sparkling reality. We had the honour of bringing this bespoke vision to life for a wonderful client. Our passion is crafting jewellery that tells your unique story. Have an idea in mind? Visit us on Rose Street to begin your design journey. #BespokeJewellery #EdinburghJeweller #RobertAnthonyJewellers #Craftsmanship #DiamondRing
• •Facebook Ad: Headline: Found The One? Now Find The Perfect Rings. Body: Congratulations on your engagement! At Robert Anthony Jewellers, we've helped Edinburgh couples find their perfect wedding bands for over 40 years. Explore our curated collection or let our family help yours design something truly unique. Call to Action: Book a Consultation.
• •Product Description: "A timeless solitaire diamond, expertly set in 18ct white gold to maximize its brilliance. This classic pendant is more than an accessory; it's a future heirloom. Each diamond is hand-selected by our expert team for its exceptional fire and clarity, ensuring a piece you will treasure forever."
• •Email Newsletter Subject Line: "Let Us Restore Your Treasures | Jewellery Repair & Remodelling"