Brand Tone

Professional, Trustworthy, and Educational. The language used on the website and in customer testimonials is formal and emphasizes expertise and quality. Phrases like "trustworthy gemstone store," "expert service," and "integrity like no other jeweler" build a foundation of reliability. The site educates customers on the value of quality jewelry and the importance of trust in a buyer. On social media, the tone shifts slightly to be more aspirational and luxury-focused, using hashtags like #LuxuryJewelry and #SapphireDream to evoke a sense of high-end craftsmanship. Blog posts adopt an informative and conscious tone, discussing topics like ethical gold and sustainable practices.

Brand Values

• •Heritage and Experience: The brand frequently highlights its 40 years of service and experience, positioning itself as a long-established and knowledgeable jeweler.
• •Trust and Transparency: A core value is building customer trust. This is achieved by offering wholesale prices, allowing customers to inspect stones, and being recommended in over 23 international guidebooks.
• •Quality Craftsmanship: The emphasis is on high-quality, handmade jewelry using precious gemstones like rubies and sapphires sourced directly from mines.
• •Ethical Consciousness: The brand expresses a commitment to sustainability through ethical sourcing, using recycled gold, and investing in fair trade practices to support local communities.

Best Practices

• •Lead with Trust and Heritage: Always anchor the brand's narrative in its 40-year history and reputation for integrity. Use phrases like "A Tradition of Excellence," "Trusted Since 1983," or "Four Decades of Craftsmanship" to reinforce this core value.
• •Educate, Then Sell: Frame product descriptions and social media posts with educational content. Explain the origin of a gem, the specifics of a cut, or the benefits of ethical sourcing before focusing on the sale. This positions the brand as a knowledgeable authority.
• •Emphasize a Personal Touch: Consistently mention the custom, handmade nature of the jewelry. Use storytelling to connect a piece to the artisans who made it or the customer it was designed for, reinforcing the personalized experience praised in reviews.
• •Use a Lexicon of Quality: Develop a consistent vocabulary that reflects luxury and high quality. Words like "meticulous," "vibrant," "heirloom," "unrivaled," and "authentic" should be used across all platforms to maintain a professional and upscale tone.
• •Balance Luxury with Accessibility: While showcasing high-end pieces, maintain an approachable tone that welcomes both seasoned collectors and first-time buyers, a quality highlighted in customer testimonials. Ensure that while the product is luxurious, the brand voice remains trustworthy and helpful.

Social Perception

Reputable, High-Value, and Specialized. Customers and online communities perceive Shiraz Jewelry as a reputable and trustworthy source for high-value gems, especially for those traveling to or living in Chiang Mai. Online reviews consistently praise the personalized service, fair pricing, and quality of the custom-made pieces. The brand is seen as a specialized store for serious buyers and professionals, including those who purchase gems to resell. There is a strong association with the owner, which adds a personal and reliable dimension to the brand's reputation. This perception is built on decades of service and positive word-of-mouth, now reflected in online forums and reviews.

Copy Examples

• •From our hands to yours. This custom-crafted sapphire ring embodies 40 years of artistry and direct-from-the-mine quality. A testament to a story as unique as its owner. #ShirazJewelry #CustomJewelry #SapphireRing #HandmadeJewelry #ChiangMaiCraftsmanship
• •Meticulously handcrafted, this necklace features a vibrant Colombian emerald, chosen for its exceptional color and clarity. Set in ethically sourced 18K gold, it’s not just a piece of jewelry, but an heirloom forged with integrity and a commitment to sustainable luxury.
• •Your love story is unique. Your ring should be too. At Shiraz Jewelry, we've spent four decades helping couples create the perfect symbol of their union. Let us help you build your dream ring with the world's finest, ethically sourced gemstones. Schedule your private consultation today.
• •A Legacy of Brilliance: Discover Our Newest Sapphire Collection
• •Experience 40 Years of Trust and Craftsmanship. The Finest Gemstones, from the Mine to You.