Brand Tone

Established & Trustworthy, Professional & Knowledgeable, Service-Oriented & Friendly, Traditional & Quality-Focused

Brand Values

• •Customer Satisfaction
• •Quality & Craftsmanship
• •Integrity & Trust
• •Heritage & Experience
• •Service

Best Practices

• •Prioritize Trust and Expertise: Ensure all communications, from product descriptions to customer interactions, convey deep knowledge, honesty, and a commitment to quality. Use precise language regarding materials and craftsmanship.
• •Emphasize Personal Connection: Train staff and craft social media interactions to be welcoming, attentive, and focused on the individual customer's needs and story. Share customer testimonials that highlight positive personal experiences.
• •Maintain a Professional Yet Approachable Demeanor: The tone should be sophisticated and respectful of the luxury nature of the products, but also warm and inviting, making customers feel comfortable whether they are browsing or making a significant purchase.
• •Highlight Heritage and Longevity: Subtly weave the brand's long history (since 1938) into narratives to reinforce experience, reliability, and a multi-generational commitment to the craft.
• •Be Consistent Across All Channels: Ensure the website, social media profiles, in-store experience, and any advertising reflect the same core values and tone of trustworthy expertise and dedicated personal service. Review content regularly for alignment.

Social Perception

Generally positive, praised for excellent service, knowledgeable staff, and quality products. Seen as reliable and traditional, though a past incident with a 'No Beggars' sign caused some negative press.

Copy Examples

• •Crafting memories since 1938. At Stephen Henderson, your story is set in stone. Discover timeless elegance and personal service that has defined generations.
• •Beyond the sparkle, lies the promise of quality. Hand-selected diamonds, prestigious timepieces, and expert craftsmanship you can trust. Visit Stephen Henderson The Jeweller.
• •From cherished heirlooms to future classics. Our expert team offers bespoke advice, meticulous repairs, and a passion for finding your perfect piece. Experience the Stephen Henderson difference.
• •The perfect piece awaits. Whether celebrating a milestone or indulging in timeless style, explore our curated collections of fine jewellery and watches. Quality, integrity, and your satisfaction are our hallmarks.
• •More than just a jeweller, we're your trusted partner for life's precious moments. With comprehensive services from bespoke design to valuations and repairs, we're here for you. Stephen Henderson – Dundee’s home of fine jewellery.