Brand Tone

Personal, Authentic, Passion-Driven, Intimate, Story-based

Brand Values

• •Artisanal Craftsmanship
• •Individuality and Uniqueness
• •A Sense of Place (New Zealand Identity)
• •Authenticity

Best Practices

• •Embrace the "Maker" Story: Always lean into the narrative of Ben Flynn as the artist. Use "I" and "my studio" in communications to maintain the personal, authentic tone. Share behind-the-scenes content of the creation process.
• •Connect to Place: Consistently reference Northland, Kerikeri, the Bay of Islands, and the New Zealand landscape. This reinforces the brand's unique identity and value of "sense of place."
• •Use a Consistent Lexicon: Regularly use words and phrases like "rustic elegance," "hand-forged," "textured," "timeless," "bespoke," and "story" to build a recognizable brand language.
• •Educate About the Craft: Briefly explain the materials (e.g., "I love working with palladium because...") or the inspiration behind a texture. This positions the brand as expert and passion-driven, adding value beyond the physical product.
• •Honour the Legacy: Don't erase the "Royal Jewellery Studio" history. Acknowledge it as the foundation upon which Ben Flynn Jewellery is built. This assures old customers of the continued commitment to quality and craftsmanship and provides new customers with a story of deep-rooted experience.

Social Perception

Highly positive, viewed as a respected artist and craftsman, known for unique, high-quality New Zealand jewellery, continuing a reputable legacy.

Copy Examples

• •From my Kerikeri studio to you. I love the way gold holds the light, especially when it’s textured to feel like it’s part of the wild. This piece has a story to tell, inspired by the rugged coastlines of the Bay of Islands. A little bit of rustic elegance, made to be worn on all of life's adventures. DM to make it yours.
• •For over 25 years, Royal Jewellery Studio was a space for New Zealand's finest contemporary jewellers. Today, that legacy continues from my private studio in the heart of Northland. I'm Ben Flynn, and I'm a maker. Self-taught and endlessly inspired by the gems I find and the landscape I call home, I create jewellery that blends timeless opulence with a distinctly rustic, honest feel. Each piece is a personal conversation between metal, stone, and story.
• •Named for the wind that sweeps over our coast, the Tāwhiri ring is a celebration of unique beauty. We started with a stunning deep blue sapphire, hand-selected on my last sourcing trip, and built a story around it with textured platinum and two hidden diamonds. This isn't just a ring; it’s a future heirloom. Let’s work together to create a piece that tells your unique love story.
• •A new treasure from the studio & a story from Northland
• •Beyond the Ordinary. Handcrafted Jewellery from New Zealand. Tired of the same? Discover the work of Ben Flynn, a jeweller who combines precious metals and rare gems to create pieces with soul. Bespoke engagement rings and timeless treasures, direct from the artist's studio. Explore the collection.