Brand Tone

Professional, Trustworthy, and Passionate

Brand Values

• •Heritage and Tradition
• •Craftsmanship and Quality
• •Customer Journey and Personal Connection
• •Integrity and Ethics
• •Community Engagement

Best Practices

• •Lead with Trust and Heritage: Always leverage the 38-year history. Phrases like "Mandurah's trusted jeweller since..." or "A legacy of craftsmanship" should be woven into the copy.
• •Speak the Language of 'Forever': Use words that evoke permanence, legacy, and emotion. Terms like "heirloom," "generations," "timeless," "story," and "journey" align perfectly with the brand's values.
• •Balance Professionalism with Passion: While the tone should be expert and trustworthy, it's crucial to include words that show passion ("love," "joy," "dedicated," "artistry") to create an emotional connection.
• •Detail the 'Why' Behind the 'What': Don't just showcase a ring; explain what makes it special. Talk about the collaborative design process, the meticulous handcrafting, or the ethical sourcing of the diamond.
• •Maintain a Local Focus: Mentioning Halls Head, Mandurah, and local events in social media and ad copy will reinforce the brand's community ties and appeal to its primary customer base.

Social Perception

The public perceives Swales Diamond Jewellers as a high-quality, reliable, and traditional local jeweller. They are seen as a go-to specialist for significant purchases like engagement and wedding rings. Their long-standing presence and community involvement contribute to a positive local reputation.

Copy Examples

• •A love story as unique as yours deserves a ring to match. Our passion is bringing your vision to life, crafting an heirloom piece that tells your story for generations to come. Begin your forever with a conversation. Book your personal design consultation today.
• •For over 38 years, we've been Mandurah's most trusted jeweller for life's most precious moments. Continuing a legacy of craftsmanship and integrity, Swales Diamond Jewellers is dedicated to quality and a passion for fine jewellery. We don't just sell rings; we build relationships.
• •Precision you can trust, from a name you've trusted for decades. Explore our curated collection of Seiko and Citizen timepieces. The perfect gift for a milestone, or the timeless accessory you've been searching for. Visit us in-store at Halls Head Central.
• •It starts with a story—yours. Our master jewellers then translate that narrative into a design, using time-honoured techniques and the finest materials. Every detail is meticulously considered, ensuring your finished piece is not just beautiful, but built to last a lifetime.
• •Proudly part of the Mandurah community for over 38 years. From engagements to anniversaries, and all the moments in between, thank you for making us your family's jeweller. Your stories are our legacy.