Brand Tone

Elegant & Luxurious, Trustworthy & Experienced, Customer-centric & Approachable, Modern & Informative

Brand Values

• •Quality & Craftsmanship
• •Trust & Transparency
• •Customer Satisfaction
• •Heritage & Expertise
• •Value

Best Practices

• •Emphasize Heritage and Trust: Consistently weave in mentions of "family-run," "40+ years of experience," "Hatton Garden expertise," and "GIA certification" where appropriate to build credibility.
• •Use Elegant and Aspirational Language: Employ descriptive words that evoke luxury, quality, and timelessness (e.g., "exquisite," "meticulously crafted," "radiant," "enduring").
• •Maintain a Personal and Approachable Voice: Even when discussing luxury, keep the language warm and inviting. Use "you/your" to speak directly to the customer. Highlight the personalized service aspect.
• •Ensure Clarity and Transparency: Be clear about product specifications (materials, certifications, hallmarking) and policies (shipping, returns). This builds trust and manages expectations.
• •Adapt to Platform Nuances While Retaining Core Identity: While TikTok content can be more informal and dynamic than a website's "About Us" page, the underlying values of quality, trust, and customer focus should still be evident. The core message of attainable luxury and expertise should permeate all communications.

Social Perception

Positive for Sarraf London/Sarraf Jewellers UK: Customers generally perceive the brand positively, citing good quality products, accurate descriptions, professional service, and fast shipping, particularly from their eBay and Etsy stores, as well as their main website. The association with Hatton Garden likely adds to a perception of legitimacy and quality.

Copy Examples

• •Headline (Website/Social Media): "Crafting Your Forever. Over 40 Years of Hatton Garden Excellence in Every Bespoke Design."
• •Instagram Caption (for an engagement ring): "A love story, uniquely yours. Let our family help yours begin its next chapter with a GIA certified diamond, handcrafted with passion in the heart of Hatton Garden. Book your personal consultation today. #SarrafLondon #EngagementRing #DiamondLove #HattonGardenJewellers #BespokeJewellery"
• •Facebook Post (highlighting customer service): "At Sarraf London, your journey to finding the perfect piece is as precious as the jewellery itself. Our family is dedicated to providing a personal and memorable experience, ensuring you feel confident and cherished. Read what our customers say [Link to testimonials/reviews]. Experience the Sarraf difference."
• •Product Description Snippet (for a gold chain): "Feel the classic allure of pure 9ct gold. This meticulously crafted [chain style] chain, fully UK hallmarked for your assurance, offers timeless elegance and enduring quality. A versatile piece for everyday luxury or a thoughtful gift. [Link to product]"
• •TikTok Video Idea Teaser Text: "Shine brighter! ✨ Behind the scenes: crafting a bespoke diamond ring in our Hatton Garden workshop. What will we create for you? #FineJewellery #DiamondExpert #LondonJewellers #CustomMade"