Brand Tone

Elegant, Trustworthy, Personable

Brand Values

• •Family & Heritage
• •Trust & Integrity
• •Exceptional Service & Expertise
• •Quality & Craftsmanship
• •Community Commitment
• •Creating Lasting Memories

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (Elegant, Trustworthy, Personable) with clear examples of do's and don'ts for all written communication, from website copy to social media captions and customer service emails.
• •Emphasize "Family" and "Trust" in Storytelling: Consistently weave in the narrative of being a long-standing, family-owned business that values relationships and earning customer trust. Use phrases like "our family," "trusted since 1977," "your family jeweler."
• •Balance Luxury with Accessibility: While showcasing high-end products, ensure the language remains welcoming and not intimidating. Highlight expertise in a way that empowers customers, offering guidance rather than just stating facts. For instance, instead of just "GIA certified diamonds," explain briefly what that means for the customer's peace of mind.
• •Highlight Personal Service and Expertise: Use language that conveys a high level of personal attention and deep knowledge. Phrases like "our expert consultants," "personalized experience," "we're here to guide you," reinforce this. Customer testimonials focusing on service can be powerful.
• •Maintain a Tone of Celebration and Occasion: Connect the jewelry to life's special moments – engagements, anniversaries, milestones. Use evocative and warm language that speaks to emotions and the significance of the purchase, while maintaining an elegant and respectful demeanor.

Social Perception

Viewed as a reputable and trustworthy jeweler, particularly for significant life purchases like engagement rings and luxury watches. Recognized as a leading, long-standing jeweler in Michigan, known for its large showrooms, extensive Rolex collection, and family-driven business model.

Copy Examples

• •Headline (Engagement): "Your forever starts with a story. Let our family help you write its most brilliant chapter. Since 1977, Tappers has been Metro Detroit's trusted choice for finding the perfect symbol of your love."
• •Social Media Post (Luxury Watch): "Elegance is timeless. Precision is paramount. Discover the heritage and craftsmanship of [Luxury Watch Brand] at Tappers. Our experts are here to guide you to the timepiece that doesn't just tell time, but tells your story. #TappersJewelry #LuxuryWatches #[BrandName]"
• •Website About Us Snippet: "More than just a jewelry store, Tappers is a Michigan legacy built on trust, exceptional service, and a genuine passion for celebrating life's most precious moments. For over 45 years, our family has been honored to be part of yours."
• •Email Marketing (Custom Design Service): "Imagine a piece as unique as your vision. At Tappers, our master jewelers and design consultants collaborate with you to bring your dream jewelry to life, blending timeless techniques with your personal style. Schedule your complimentary design consultation today."
• •In-Store Event Invitation: "Join us for an exclusive evening at Tappers, celebrating the artistry of fine jewelry and the spirit of our community. Mingle, discover exquisite new collections, and let our family treat yours to a memorable experience. [Event Details]."