Brand Tone

sophisticated, trustworthy, and customer-centric

Brand Values

• •Heritage and Tradition
• •Quality and Craftsmanship
• •Customer Service and Personalization
• •Trust and Integrity
• •Expertise
• •Community Involvement
• •"Embrace the allure of the unusual as usual"

Best Practices

• •Emphasize Heritage and Trust: Consistently weave in the brand's long history (since 1899) and family-owned nature to build credibility and a sense of enduring quality.
• •Highlight Expertise and Quality: Use language that conveys deep knowledge of gemstones, watchmaking, and jewelry craftsmanship. Mention GIA certification and partnerships with renowned brands.
• •Maintain a Customer-First Approach: Focus on the customer's needs, emotions, and the significance of their purchase. Use welcoming, helpful, and patient language. Reinforce the non-commissioned, low-pressure sales environment.
• •Use Sophisticated and Elegant Language: Choose words that reflect the high-end nature of the products (e.g., "timeless," "exquisite," "legacy," "curated," "unparalleled") while remaining accessible and not overly pretentious.
• •Showcase Personalization and Service: Regularly mention the availability of on-site experts (gemologists, goldsmiths) and custom design options to emphasize the tailored experience offered.

Social Perception

Schwanke-Kasten Jewelers is generally perceived as a reputable, high-end jeweler with a strong local presence and a legacy of trust. Customers appreciate the quality of their products, the knowledgeable and attentive staff, and the personalized shopping experience. The brand is seen as a place for significant purchases like engagement rings and luxury watches. The 2015 racial profiling incident did cause negative perception, but the company took steps to address it. Their new showroom addition is seen as an investment in enhancing in-person customer experiences and community engagement.

Copy Examples

• •Headline: Celebrating 125 Years of Milwaukee's Most Cherished Moments. Body: Since 1899, Schwanke-Kasten Jewelers has been honored to be part of your family's traditions. Discover timeless elegance and unparalleled craftsmanship, curated for a lifetime of memories. Visit us and experience the legacy.
• •Headline: The Perfect Symbol for Your Forever. Expertly Guided, Exquisitely Crafted. Body: Finding the ideal engagement ring is a journey we cherish with you. Our non-commissioned diamond experts are dedicated to understanding your vision and helping you select a GIA certified diamond that tells your unique love story. Begin your forever with Schwanke-Kasten.
• •Headline: More Than a Watch, A Legacy on Your Wrist. Body: Explore an unparalleled collection of the world's finest timepieces at Schwanke-Kasten Jewelers. From iconic Rolex and Tudor to the artistry of Grand Seiko, our specialists will guide you to a watch that defines your style and endures for generations.
• •Headline: Your Trusted Partner in Fine Jewelry. Unwavering Quality, Personalized Service. Body: For over a century, Schwanke-Kasten Jewelers has built its reputation on trust and an unwavering commitment to excellence. Our on-site gemologists and goldsmiths ensure every piece meets the highest standards, because we believe jewelry should never be ordinary.
• •Headline: Experience the Art of Gifting, Elevated. Body: From milestone anniversaries to heartfelt thank yous, find the perfect expression of your sentiments at Schwanke-Kasten Jewelers. Our curated selection of designer jewelry and fine gifts, combined with our dedication to personalized service, makes every occasion truly special.