Brand Tone

Sophisticated, Personal, and Joyful.

Brand Values

• •Heritage and Craftsmanship
• •Quality and Authenticity
• •Personal Connection and Service
• •Timeless yet Contemporary Design
• •Celebration of Color and Individuality

Best Practices

• •Lead with "Joy" and "Color": Always start product and brand storytelling with the emotion of joy. Use vibrant, evocative language when describing gemstones (e.g., "magical shades," "breathtaking tones," "a gemstone party").
• •Emphasize the "Journey": Frame the customer experience not as a transaction, but as a "jewelry journey." Use language that is welcoming, guiding, and personal, positioning the brand as a knowledgeable and friendly expert.
• •Balance Heritage with Modernity: Consistently weave the brand's Dutch heritage and craftsmanship story into the copy. Mention the Schoonhoven atelier, family history, and hand-crafting process, while framing the designs as contemporary, fresh, and made for the modern woman.
• •Use "We" and "Our": Adopt a personal, familiar voice by consistently using "we" and "our." This reinforces the family-business feel and creates a direct, warm connection with the audience, as seen in their "About Us" section.
• •Speak in Elegant, Simple Terms: Maintain a sophisticated tone by avoiding overly casual slang, but keep the language accessible and heartfelt. The copy should feel like a conversation with a chic, trusted friend—knowledgeable but not pretentious. Phrases like "effortless flair" and "gorgeously feminine" capture this balance well.

Social Perception

The public and customers perceive Bron Jewelry as a high-end, yet approachable luxury brand. They are seen as specialists in colorful gemstone jewelry, offering classic and feminine designs. The brand is associated with quality craftsmanship and the 'Fine Dutch Jewelry' label, which lends it an air of exclusivity and heritage. Customers who interact with the brand, either online or through their retail partners, often describe the experience as personal and welcoming. The comparison of their boutiques to a 'candy store' highlights the delightful and perhaps overwhelming variety of colorful choices they offer. The brand is viewed as a go-to for significant life moments and special occasions, with the emotional value of the jewelry being a key part of its appeal. While the price point is acknowledged as high, it is generally justified by the perceived quality, design, and finish of the pieces.

Copy Examples

• •Let your hands do the talking. Our new Toujours Ajour ring in 18kt rose gold, set with a mesmerizing London Blue Topaz. A whisper of classic elegance, a shout of modern confidence. Made for every day, not just special days. #BronJewelry #FineDutchJewelry #GemstoneLover
• •Your story is unique. Your jewelry should be too. At Bron, we've spent generations perfecting the art of pairing vibrant, hand-picked gemstones with timeless gold designs. Begin your personal jewelry journey with us and discover a piece that’s truly yours. Explore our collections. #BronFamily #JewelryJourney
• •A Feast for the Eyes. Discover the Sushi Collection. A playful array of colorful gemstones, expertly crafted in our Schoonhoven atelier. Mix, match, and stack to create your own signature style. Taste the joy of color. #BronSushi #DutchDesign
• •The art of the perfect stack. Combining our Reflex and Stardust bracelets in 18kt yellow gold creates a look of effortless sophistication. Each piece is handcrafted in the Netherlands, designed to add a little sparkle to your daily life. #BronStyle #StackingBracelets #Goldsmith
• •Dear [Customer Name], welcome to the colorful world of Bron. For over a century, our family has been dedicated to one thing: bringing the joy of gemstones to life. We invite you to visit our boutique in Naarden to experience the magic firsthand and find the perfect piece to add to your story. Our experts are waiting to begin this journey with you. #BronBoutique