Brand Tone

Trustworthy, Aspirational, and Familial. Professional, knowledgeable, warm, and approachable, acting as an experienced guide helping customers make meaningful and lasting purchases.

Brand Values

• •Quality & Authenticity
• •Family & Heritage
• •Customer-Centricity
• •Affordability & Value
• •Modern Craftsmanship

Best Practices

• •Lead with Heritage and Trust: Always weave the brand's multi-decade history and family origins into storytelling. Phrases like "Since 1990," "A family tradition," or "40+ years of experience" reinforce credibility.
• •Emphasize Material Authenticity: Consistently use terms like "Solid Gold," "14K Purity," and "Never Plated." This directly addresses a key customer concern in the online jewelry market and reinforces the core value of quality.
• •Speak as a Guide, Not Just a Seller: Adopt a helpful, educational tone. Explain the value of solid gold over plated alternatives and guide customers in their choices for custom pieces. This positions the brand as a trusted expert.
• •Use "Family" and "Community" Language: Foster a sense of belonging by using inclusive language. Phrases like "Welcome to the family," "Join our community," and personal sign-offs in customer service interactions create a warm, familial connection.
• •Balance Timeless with Trendy: While highlighting tradition, showcase how the brand’s pieces fit into modern life. Use contemporary language and visuals on social media to appeal to a younger demographic, but always tie it back to the core values of lasting quality and timelessness.

Social Perception

Highly reliable and reputable online jeweler. Customers consistently express satisfaction with product quality, often mentioning that the items exceed their expectations. The brand is seen as having excellent and responsive customer service, which is a key factor for trust in online luxury purchases. Positive reviews on their Etsy page, where they are designated a "Star Seller," significantly boost their credibility. This strong positive perception is crucial as they continue to build their e-commerce presence, transitioning from a local Los Angeles storefront to a broader online market.

Copy Examples

• •Crafted in solid 14K gold, designed by you. Your story is unique, and your jewelry should be, too. For over 40 years, our family has helped bring personal stories to life through timeless pieces meant to last forever. What name will you wear close to your heart? #StirlingsFineJewelry #CustomGold #HeirloomQuality
• •More than just a piece of jewelry—it's a memory cast in solid gold. Since 1990, we've believed that special moments deserve to be honored with enduring quality. Find the perfect symbol of your journey with our curated collections. Because a love like yours deserves the real thing. #StirlingsCorner #AnniversaryGift #SolidGold
• •From Our Family to Yours, Since 1990. Experience the Stirling Standard: Real Gold, Honest Prices, and Timeless Design. An investment in enduring elegance.
• •Packing your solid gold order with the care it deserves ✨ -> From our LA workshop to your jewelry box. -> This isn't just jewelry, it's a future heirloom. Thank you, Sarah, for trusting our family! #SmallBusiness #JewelryPacking #SolidGoldJewelry
• •In a world of fleeting trends, choose something real. At Stirling's, 'quality' isn't a buzzword—it's our family's promise, backed by 40 years of craftsmanship. Each piece is crafted from pure, solid 14K or 10K gold, ensuring its beauty and value endure for generations. Discover the difference that true quality makes.