Brand Tone

Trustworthy, Established, Quality-focused, Celebratory, Traditional, and Approachable. Instagram leans slightly more towards Aspirational and Romantic

Brand Values

• •Heritage and Tradition
• •Quality Craftsmanship
• •Customer Focus & Service
• •Trust and Reliability
• •Celebrating Life's Milestones

Best Practices

• •Lean into Legacy: Consistently weave in the "Since 1917," "family-owned," and "generations of expertise" messaging. This reinforces trust and differentiates from newer competitors.
• •Speak the Language of Celebration: Frame products around milestones – engagements, anniversaries, birthdays, achievements. Use emotionally resonant language that connects jewellery to memories and love.
• •Detail the Craftsmanship: Don't just say "quality"; briefly explain it. Mention "master craftsmen," "in-house design," "hand-selected gemstones" where appropriate to substantiate claims of quality.
• •Maintain an Approachable Authority: While showcasing expertise, ensure the tone is welcoming and helpful, not intimidating. Encourage questions and consultations, positioning staff as knowledgeable guides.
• •Visual and Verbal Harmony: Ensure the copywriting style aligns with the visual presentation. If images are elegant and aspirational, the copy should match this sophistication while remaining clear and genuine. On social media, slightly more warmth and direct calls to engagement can be used, but the core values of trust and quality should still underpin the messaging.

Social Perception

Generally viewed as a long-standing, reputable Australian jeweller. Many customers associate them with significant purchases like engagement rings and gifts. The brand's longevity and family ownership contribute to a sense of trust for many.

Copy Examples

• •For an Engagement Ring Collection: "A century of craftsmanship, a lifetime of love. Discover the Wallace Bishop Bridal Collection – where timeless design meets your unique story. Since 1917, we’ve been part of Australia’s most cherished moments."
• •For a Diamond Pendant Gift: "More than a gift, it’s a thousand unsaid words. Illuminate her world with an expertly crafted diamond pendant from Wallace Bishop. Celebrate her, cherish her, with a sparkle that endures."
• •For a Watch Collection: "Precision. Heritage. Style. The Loyal Watch Collection, exclusively at Wallace Bishop. A tradition of timekeeping excellence since 1934, designed for every moment that matters."
• •General Brand Message (Social Media): "From our family to yours, for over 100 years. Wallace Bishop is here for all of life's celebrations, big and small. Let our master jewellers help you find the perfect piece to tell your story."
• •Service-Oriented (Website/In-store): "Your trusted jeweller for generations. Whether you're choosing a diamond, restoring a treasured heirloom, or seeking expert advice, our family is here to provide quality service and craftsmanship you can rely on."