Brand Tone

Elegant, Sophisticated, Personal, Welcoming, Trustworthy, Experienced, Passionate, Artistic

Brand Values

• •Craftsmanship & Quality
• •Customer Connection & Service
• •Timelessness & Heritage
• •Individuality & Self-Expression
• •Storytelling

Best Practices

• •Develop a Brand Voice Guide: Document the core tone words (e.g., Elegant, Personal, Trustworthy, Passionate), an "Our Voice Is/Is Not" list, and examples of on-brand copy for different contexts. This ensures anyone writing for the brand has a clear reference.
• •Prioritize Storytelling: Frame product descriptions and social media posts around the "memorable moments," "individuality," and "love" that the jewelry represents, rather than just listing features. Use evocative and emotive language.
• •Emphasize Expertise and Craftsmanship Subtly: Weave in mentions of the years of experience, skilled artisans, or quality materials naturally within the narrative, rather than making them stark, standalone claims. For example, instead of "Our rings are high quality," try "Experience the meticulous artistry in every handcrafted ring, a testament to three decades of dedication."
• •Maintain a Personal and Welcoming Connection: Address the audience directly (using "you" and "your"). In customer service interactions and even marketing copy, maintain a friendly, approachable, and helpful demeanor, mirroring the positive experiences customers have reported with Sam.
• •Ensure Visual and Textual Consistency: The elegance and sophistication conveyed in the high-quality imagery on Instagram and the website should be matched by the language used. Avoid overly casual slang or an abrupt tone that would clash with the visual identity and the fine nature of the products.

Social Perception

Positive Customer Experiences, Appreciation for Craftsmanship, Seen as a Go-To for Special Occasions, Responsive & Modern

Copy Examples

• •Thirty years of artistry, captured in one moment. Let us help you craft the symbol of your unique love story, a ring as timeless as your commitment. Book your personal consultation today.
• •Your vision, our master craftsmen. At Sam Gavriel, we transform your dreams into exquisite, handcrafted reality. Because your most precious moments deserve a jewel that’s uniquely yours.
• •More than an adornment, it's a whisper of elegance, a reflection of you. Discover the Ariella Necklace – where timeless design meets personal expression. Crafted to be cherished for a lifetime.
• •Introducing a new masterpiece, born from passion and precision. Each facet tells a story of dedication. What story will you tell with yours? #SamGavriel #FineJewelry #TimelessElegance #CraftedWithLove
• •Generations of trust, decades of design. Sam Gavriel Fine Jewelry: Where New York's legacy of world-class craftsmanship continues in every piece we create for your unforgettable moments.