Brand Tone

Welcoming & Hospitable, Sophisticated & Refined, Passionate & Story-Driven, Authentic & Rooted, Artistic & Curatorial

Brand Values

• •Legacy & Heritage: Deep respect for the store's 50-year history and its founding principles, including its origins with Native American jewelry.
• •Artistry & Craftsmanship: Commitment to showcasing exceptional, high-quality, and often handcrafted pieces from diverse designers.
• •Exceptional Customer Experience: Providing a warm, personalized, and memorable shopping environment that goes beyond a simple transaction.
• •Community: Being an active and supportive member of the Vail Valley community, including philanthropic efforts.
• •Curation & Uniqueness: Offering a distinctive and carefully selected assortment of jewelry and art that clients won't find elsewhere.
• •Authenticity & Passion: A genuine love for fine jewelry, art, the stories behind them, and the people they serve.
• •Modern Elegance: Blending timeless appeal with contemporary design and a refined aesthetic.

Best Practices

• •Embrace Storytelling: Always look for the narrative. Whether it's the history of the store, the inspiration behind a designer's collection, the unique qualities of a gemstone, or the lifestyle of Vail, weave stories into product descriptions, social media, and website content.
• •Use Warm, Inviting, and Inclusive Language: Write as if you're welcoming a friend into your home. Use words like 'discover,' 'experience,' 'we invite you,' 'your piece,' and 'our Vail family.' Avoid overly technical or exclusive jargon unless explaining a specific craft detail in an accessible way.
• •Highlight Curation, Uniqueness, and Artistry: Emphasize that pieces are 'hand-selected,' 'curated,' 'one-of-a-kind,' 'artisan-crafted,' or from 'visionary designers.' This reinforces the value beyond just the materials.
• •Balance Legacy with Modernity: Reference the store's rich heritage and decades of experience while showcasing a fresh, contemporary perspective and the latest designs. This appeals to both long-time patrons and new clients.
• •Maintain a Refined yet Passionate Voice: Convey expertise, a deep appreciation for fine jewelry, and genuine enthusiasm for the pieces and the people. The tone should be sophisticated but never cold or unapproachable. It’s luxury with a personal, heartfelt connection.

Social Perception

Squash Blossom Vail is widely perceived as a Vail institution and a trusted authority in fine, artistic jewelry. It is known for its exceptional, warm, and highly personal customer service, creating a welcoming atmosphere that makes patrons feel valued and 'at home.' The brand is respected for its rich heritage and commitment to quality, including its historical connection to Native American jewelry, while also being appreciated for its embrace of contemporary designers and a modern outlook. The public likely views them as passionate, knowledgeable, and deeply connected to the Vail community. It’s seen as a purveyor of luxury and unique, high-end pieces, befitting its Vail Village location, but with an approachable and genuine demeanor rather than an aloof one.

Copy Examples

• •Headline: Experience the Legacy of Vail. Discover Yours at Squash Blossom. Body: For over 50 years, Squash Blossom Vail has been more than a jewelry store; it's a family tradition. We curate breathtaking designer pieces and timeless treasures, each with a story to tell. Step into our Vail Village haven and let us help you find the piece that speaks to your soul.
• •Headline: Where Artistry Meets a Warm Welcome. Body: At Squash Blossom Vail, we believe fine jewelry is an expression of art. We meticulously select unique creations from world-renowned designers and emerging talents. But more than that, we believe in treating you like family. Join us for a coffee, explore our collections, and discover the Vail standard of heartfelt service.
• •Social Media Post (Instagram - with an image of a vibrant necklace): Let your spirit shine! ✨ Our Summer Edit is here, brimming with pieces as bold and beautiful as the Vail sunshine. Hand-selected for their artistry and effortless joy, these gems are waiting to make your everyday extraordinary. #SquashBlossomVail #VailJewelry #SummerStyle #ArtisanJewelry #LuxuryVail
• •Headline: The Story in Every Stone, The Welcome in Every Visit. Body: Since 1973, Squash Blossom has celebrated the intimate stories held within each handcrafted jewel. From iconic Native American designs to the latest from contemporary masters, we connect you with pieces that resonate. Visit us in the heart of Vail Village – your story awaits.
• •Email Subject: Discover Vail's Hidden Gems & Our Warmest Welcome Body: Dear [Customer Name], At Squash Blossom Vail, we're privileged to continue a five-decade legacy of bringing exquisite, unique jewelry to our cherished community. Explore our latest curated collection, featuring [Designer Name/Specific Piece Type], and experience the personal touch that has made us a Vail institution. We look forward to welcoming you.