Brand Tone

Luxurious & Elegant, Expert & Knowledgeable, Personalized & Welcoming, Trustworthy & Reputable, Celebratory & Romantic

Brand Values

• •Craftsmanship & Quality
• •Customer Service & Personalized Experience
• •Legacy & Trust
• •Ethical Sourcing & Transparency
• •Joy & Celebration

Best Practices

• •Always Emphasize Craftsmanship and Quality: Whether describing a product or service, weave in terms like "master artisans," "meticulously crafted," "exquisite materials," and "handcrafted" to reinforce the luxury and quality positioning.
• •Maintain a Personal and Expert Voice: Combine warm, welcoming language with confident, knowledgeable statements about jewellery and diamonds. Position the brand as a trusted guide in the customer's journey.
• •Focus on the "Experience" and "Story": Highlight the personalized service, private consultations, and the idea that each piece of jewellery tells a story or marks a significant moment. Use phrases like "your unique story," "cherished moments," "The Rocks Experience."
• •Instil Trust Through Heritage and Expertise: Subtly remind the audience of the brand's long-standing reputation (since 1972) and family-run heritage to build confidence and differentiate from newer or less established competitors.
• •Use Elegant and Evocative Language: Choose words that convey luxury, beauty, and timelessness. Describe the brilliance of diamonds, the richness of gold, and the emotional significance of the jewellery. Avoid overly casual or slang terms.

Social Perception

Highly Respected Jeweller, Exceptional Customer Service, High-Quality Products, Trustworthy for Significant Purchases, Aspirational yet Accessible

Copy Examples

• •Headline (Engagement): "Your Forever Starts Here. Discover Handcrafted Engagement Rings as Unique as Your Love Story." Body: "At Rocks Jewellers, we believe your love deserves a symbol as enduring and beautiful as your commitment. For over 50 years, our master artisans have meticulously crafted engagement rings, turning precious metals and a GIA Certified diamond into a timeless testament to your journey. Let our experts guide you in finding or creating the perfect expression of your 'I do.' Book your private consultation today and experience the Rocks difference."
• •Social Media Post (Instagram - showcasing a bespoke piece): "From Our Hands To Yours. ✨ This breathtaking bespoke creation features a [diamond shape] centre stone, embraced by [details]. Every detail, meticulously crafted by our artisans in our Grafton Street workshop to tell a unique story. Dream it, and let us bring it to life. #RocksJewellers #BespokeJewellery #DublinJewellers #Craftsmanship #LuxuryJewellery #UniqueEngagementRing"
• •Website Bio Snippet (About Us): "A Legacy of Brilliance Since 1972. Rocks Jewellers is more than a name; it's a family tradition built on a passion for exceptional diamonds, master craftsmanship, and the joy of celebrating life's most precious moments with you. We offer a lifetime of service, ensuring your cherished pieces are treasured for generations to come."
• •Email Subject Line (Lab-Grown Diamond Collection): "Ethical Elegance: Explore Our Stunning Lab-Grown Diamonds at Rocks" Body Snippet: "Redefine luxury with our exquisite collection of laboratory-grown diamonds. Offering the same breathtaking sparkle and enduring beauty, sustainably crafted for those who seek ethical elegance without compromise. Speak to our diamond experts to learn more."
• •Print Ad Slogan: "Rocks Jewellers: Crafting Memories, For a Lifetime." Short Body: "Experience the artistry of bespoke design and the assurance of generations of expertise. For engagements, celebrations, or simply because. Visit Rocks on Grafton Street & in Stillorgan."