Brand Tone

Sophisticated & Elegant, Knowledgeable & Passionate, Personal & Approachable, Appreciative of Craftsmanship & History

Brand Values

• •Quality over Price
• •Beauty & Aesthetics
• •Heritage & Story
• •Curation & Exclusivity
• •Customer Care
• •Sustainability through Longevity

Best Practices

• •Educate and Inform: Share the history, craftsmanship, and unique stories behind the pieces. This reinforces expertise and passion. (e.g., explaining the characteristics of different periods like Edwardian or Art Deco).
• •Use Refined and Evocative Language: Employ a sophisticated vocabulary that reflects the quality and elegance of the antiques. Words like "curated," "exquisite," "legacy," "allure," and "connoisseur" can enhance this.
• •Emphasize Quality and Lasting Value: Continuously highlight the "buy once, buy well" philosophy and the idea that these are investments that endure, rather than fleeting purchases.
• •Maintain a Personal Touch (where appropriate): Share insights from the owners/experts, tell stories, and ensure customer interactions (even through copy) feel warm and considerate, reinforcing the positive service experience noted in testimonials.
• •Visual Storytelling Complemented by Text: Ensure the copy harmonizes with the high-quality imagery used on the website and social media. The text should enrich the visual, adding depth and context to what the customer sees.

Social Perception

Trusted Experts, High-End Retailer, Client-Focused, Respected in the Antiques Community, Purveyors of Unique and Beautiful Items

Copy Examples

• •Headline: Discover the Enduring Allure of History. Body: At The Antique Guild, we believe that true beauty transcends time. Explore our curated collection of fine antiques, each with a unique story waiting to be woven into yours. From exquisite Georgian silver to captivating Art Deco jewellery, invest in a legacy of craftsmanship.
• •Headline: Beyond Decoration: Antiques as an Art Form. Body: To collect is to connect with the artisans of the past and the lives these pieces have touched. Chris Hughes, our founder, shares his passion for items with integrity and soul. Let us guide you in finding a piece that speaks not only to your aesthetic but to your spirit.
• •Headline: The Art of Living Beautifully. Body: "We believe in using the good china." It’s more than a saying; it’s a philosophy. Elevate your everyday with pieces that bring joy and a touch of history to your home. Explore our latest acquisitions in fine furniture and decorative arts.
• •Headline: Unveiling the Secrets of Edwardian Elegance. Body: Did you know the advancement in platinum work around 1895 allowed for the light, airy, and fluid designs characteristic of Edwardian jewellery? Watch our latest YouTube guide to discern these treasures like a connoisseur and explore authenticated pieces in our Brisbane gallery.
• •Headline: For the Discerning Collector: Priority Access. Body: Become a VIP at The Antique Guild and receive exclusive priority viewing of our newest arrivals before they are released online or in-store. Experience the exceptional, personally selected for their rarity and beauty.