Brand Tone

Informational and Value-Driven

Brand Values

• •Affordability
• •Heritage & Trust
• •Variety
• •Customer Service
• •Accessibility

Best Practices

• •Bridge the Gap Between Heritage and Value: Actively connect the "Established 1968" story with the "supermarket value" promise. Use phrases like, "50 years of expertise allows us to offer the best value," or "A family tradition of fair pricing."
• •Be Transparent About Materials: Continue being upfront about the use of zirconia and plated metals. Frame it as a positive choice for affordability and style versatility. This builds trust and manages expectations.
• •Use "Value" Over "Cheap": In all copy, consistently use words like "affordable," "value," "attainable luxury," and "great prices" instead of "cheap." This elevates the brand perception while still highlighting the core benefit.
• •Re-engage on Social Media: Revive the social media channels. The content should be a mix of product showcases, customer photos (user-generated content), promotions, and posts that tell the "family business" story. Consistency is key.
• •Maintain a Unified Voice: Ensure that the informational, value-driven, yet trustworthy tone is consistent across the website, any revived social media, email marketing, and customer service interactions. Create a simple brand voice guide for anyone writing on behalf of the company.

Social Perception

The public perceives The Jewellery Supermarket as a reliable and highly affordable online retailer for non-precious or plated jewellery. It is seen as a trustworthy place to get a bargain, praised for value, variety, and service, but not for high-end or heirloom-quality pieces. The brand falls into the "cheap and cheerful" category.

Copy Examples

• •Facebook/Instagram Post (Heritage Focused) - Image: A black and white photo of a classic storefront in Birmingham's Jewellery Quarter, transitioning to a modern product shot. Copy: "From our family to yours, since 1968. Over 50 years of experience goes into bringing you timeless designs at prices you'll love. Our tradition isn't just about fine jewellery; it's about making beautiful pieces accessible to everyone. Discover our story, and your new favourite piece, today."
• •Website Banner (Value Focused) - Image: A vibrant, colourful flat-lay of multiple rings, earrings, and necklaces. Headline: The Supermarket of Sparkle. Sub-headline: Unbeatable variety and value, from our family of jewellers directly to you. Shop now with 0% finance available.
• •Email Newsletter (New Collection) - Subject: New Arrivals ✨ Explore styles you won't find anywhere else. Body: "This week, we're blending modern trends with our timeless commitment to quality. Introducing the new Sterling Silver collection—crafted with care, priced with you in mind. Find that perfect piece to complete your look, without compromising your budget."
• •Product Description (Affordability & Quality) - Product: Dazzling 925 Sterling Silver Zirconia Stud Earrings. Copy: "Get the diamond look without the diamond price tag. These stunning studs feature hand-set, precision-cut zirconia that rivals the sparkle of any natural stone. Crafted in genuine 925 Sterling Silver, they offer the perfect blend of lasting quality and affordable elegance. A little luxury for your everyday."
• •Google Ad (Direct & Action-Oriented) - Headline: The Jewellery Supermarket | Official Site. Description 1: Huge Range of Gold, Silver & Pearl Jewellery. Description 2: Family Jewellers since 1968. Free UK Delivery & 0% Finance. Shop Sale Now!