Brand Tone

aspirational, confident, and rooted in heritage

Brand Values

• •Heritage & Tradition
• •Quality & Authenticity
• •Value & Accessibility
• •Craftsmanship
• •Customer Confidence

Best Practices

• •Lead with Heritage: Always tie the product back to its rich history in the Birmingham Jewellery Quarter. This is a unique selling proposition that builds immense value.
• •Emphasize the Value Proposition: Clearly communicate the "direct from the workshop" benefit, which translates to fine jewelry without the traditional markup. This addresses a key customer consideration.
• •Use a Confident and Assuring Tone: Employ strong, declarative sentences that reflect the quality and authenticity of the product. Mentioning the hallmark from the Birmingham Assay Office reinforces this trust.
• •Show, Don't Just Tell: Leverage social media, especially TikTok and Instagram, to show the crafting process—from casting to laser engraving. This visual storytelling powerfully communicates the brand's commitment to craftsmanship.
• •Focus on Timelessness over Trends: Position the jewelry as classic, legacy pieces rather than fast-fashion accessories. Use words like "timeless," "legacy," "heritage," and "enduring" to appeal to customers looking for lasting value.

Social Perception

The general perception of Wilson Grant is positive, with customer reviews indicating satisfaction with the quality and authenticity of the jewelry. On platforms like TikTok, the brand is perceived as a producer of quality, long-lasting jewelry made in the UK. Customers seem to appreciate the brand's commitment to craftsmanship and the value proposition of receiving fine jewelry direct from the workshop. The brand's TikTok content, which showcases processes like 3D scanning and laser engraving, engages users and generates curiosity about their techniques. This behind-the-scenes content reinforces the values of craftsmanship and innovation.

Copy Examples

• •Legacy isn't just left, it's worn. Crafted in the heart of the historic Birmingham Jewellery Quarter, each piece is a chapter of a story that’s centuries in the making. Make it part of yours. #WilsonGrant #FineJewellery #MadeInUK
• •Fine Jewellery Without the High-Street Markup. Discover timeless gold and silver pieces, direct from our workshop to you.
• •Heritage Forged in Gold. Quality Authenticated. Prices You'll Adore. Experience Wilson Grant.
• •A Piece of History, Crafted for You.
• •More than an accessory, it's a symbol of protection, crafted with the same time-honored techniques used for generations in Birmingham's Jewellery Quarter. Carry a legacy of guidance and style on your journey.