Brand Tone

Expert and Guiding, Personal and Empathetic, Trustworthy and Transparent, Quality-Focused and Proud of Craftsmanship, Value-Conscious, professional yet approachable, reassuring, customer-centric, and aspirational

Brand Values

• •Customer-Centricity
• •Craftsmanship
• •Transparency & Honesty
• •Personalization
• •Value
• •Empowerment

Best Practices

• •Lead with the Customer's Narrative: Always frame the product and service around the customer's individual story, desires, and the emotional significance of the purchase (e.g., "your love story," "your unique style").
• •Highlight Transparency and Value: Consistently explain the benefits of the direct-to-consumer model – focusing on honest pricing, elimination of middlemen, and the resulting savings for high-quality pieces.
• •Showcase Expertise with Clarity: Communicate knowledge about diamonds and craftsmanship in an accessible and reassuring way. Educate rather than intimidate, empowering customers to make confident choices.
• •Emphasize Craftsmanship and In-House Creation: Regularly mention the quality of materials, the skill of the jewellers, and the fact that pieces are crafted directly by them, ensuring traceability and quality control.
• •Use Warm, Aspirational, and Trust-Building Language: Combine professional, expert language with words that evoke emotion, dreams, and the significance of the occasion, while always reinforcing reliability and trustworthiness. Examples: "personal," "pressured-free," "uniquely you," "world-class," "trust."

Social Perception

Honest and reliable, Offering good value, Providing high-quality jewellery, Delivering excellent customer service

Copy Examples

• •Headline: Your Story. Our Craftsmanship. Extraordinary Diamonds. Body: At TJ Diamond, we believe your engagement ring should be as unique as your love. As direct-to-consumer master jewellers, we guide you in designing a breathtaking piece, ensuring world-class quality without the traditional markup. Start your design journey today.
• •Headline: Lab-Grown Brilliance, Crafted For You, Priced For Reality. Body: Discover the beauty and value of custom lab-grown diamond jewellery with TJ Diamond. We put your story at the heart of every design, offering transparent pricing and expert craftsmanship, direct from our workshop to your hands.
• •Headline: Don't Just Buy a Ring. Create a Legacy. Body: Your engagement is a milestone. Our expert designers at TJ Diamond are here to help you capture its essence in a custom-crafted ring. With our direct-to-consumer promise, you receive unparalleled value and a piece that’s truly yours, from concept to creation.
• •Headline: The Art of Diamond Design, Simplified. Body: Feeling lost in the world of diamonds? TJ Diamond offers free design consultations to translate your vision into reality, stress-free. We craft fine jewellery with traceable craftsmanship and pricing you can trust.
• •Headline: Experience the TJ Diamond Difference: Fine Jewellery, Fairly Priced. Body: Why pay for middlemen? TJ Diamond is New Zealand's direct-to-consumer fine jewellery manufacturer, saving you up to 45%. Let us help you design your dream ring with the quality and personal attention you deserve.