Brand Tone

friendly, trustworthy, and approachable, with a blend of traditional reliability and modern style

Brand Values

• •Heritage and Tradition
• •Quality and Craftsmanship
• •Customer Service and Experience
• •Modernity and Adaptability
• •Family and Community
• •Trust and Integrity

Best Practices

• •Always Infuse a Sense of History and Trust: Even when promoting modern items, subtly weave in the brand's longevity and established reputation. Phrases like "Generations of expertise," "A name Wokingham trusts since 1918," or "Continuing a legacy of quality" can reinforce this.
• •Maintain a Friendly and Welcoming Voice: Use conversational language. Address the customer directly (using "you" and "your"). Phrases like "We're here to help," "Come and visit us," or "We'd love to hear from you" create an inviting atmosphere. Even in more formal announcements, the underlying tone should be warm.
• •Balance Tradition with Modernity: Showcase classic pieces and fine jewellery alongside contemporary styles and services like piercing. Use language that appeals to both a traditional customer base and a younger, trend-conscious audience. For example, "Timeless elegance meets modern design."
• •Highlight Expertise without Being Intimidating: Explain jewellery terms or care tips in an accessible way. Emphasize the skill of the team and the quality of the products, but always in a manner that makes customers feel comfortable asking questions. Focus on the *benefit* of the expertise (e.g., "Our experts can help you find the perfect diamond that fits your style and budget").
• •Emphasize the Personal, Family Touch: Regularly remind customers that they are a family-run business. Share stories about the team (where appropriate and comfortable) or the history of the store. This differentiates them from larger, impersonal chains and reinforces the values of care and personal service. Use phrases like "From our family to yours."

Social Perception

Strange the Jewellers is perceived very positively by its customers and the local community. They are seen as a well-known, reliable, and integral part of the town; customers associate the brand with beautiful, quality jewellery and excellent, skilled services (repairs, piercing, bespoke design); the staff are praised for being welcoming, knowledgeable, patient, and providing excellent, personal customer care; They are also seen as providing good value and advice; Their local events and history contribute to a perception of a business that cares about its town.

Copy Examples

• •Since 1918, Strange the Jewellers has been Wokingham's trusted home for moments that shine. From engagements to 'just because' gifts, our family is here to help yours find the perfect piece. Visit us in-store or explore our collections online – carrying on a century of tradition, with a touch of modern sparkle. #StrangeTheJewellers #Wokingham #FamilyJeweller #Since1918 #TrustedTradition
• •✨ Elevate your everyday sparkle! ✨ Our 'Styled by Strange' silver collection is constantly evolving to keep you on-trend. Plus, with our luxury piercing studio upstairs, creating your dream ear stack has never been easier! 😉 Tap to shop or book your piercing appointment today! #StyledByStrange #EarCandy #JewelleryGoals #WokinghamStyle #TreatYourself
• •POV: You found THE necklace that goes with *everything*. 😉 New arrivals landing weekly at Strange the Jewellers! Come say hi in Wokingham or tap the link in bio to shop! #JewelleryAddict #NecklaceStack #Wokingham #ShopLocalUK #StrangeTheJewellers
• •Crafting Your Forever: At Strange the Jewellers, we specialise in fine diamond and gemstone jewellery, alongside bespoke design services to bring your unique vision to life. Quality craftsmanship, timeless elegance. [Link to Bespoke Services]
• •Hello [Customer Name], As part of our Strange the Jewellers family, we wanted to give you a first look at our new [Brand/Collection] arrivals! We believe in making every occasion special, offering everything from timeless classics to the latest trends. Thank you for being part of our Wokingham story. Pop in and see us – we love to chat jewellery! [Link to New Arrivals]