Brand Tone

Approachable & Friendly, Trustworthy & Knowledgeable, Value-Oriented, Modern & Trendy, Community-Focused

Brand Values

• •Customer Service Excellence
• •Quality & Craftsmanship
• •Trust & Integrity
• •Accessibility & Affordability
• •Adaptability & Modernization

Best Practices

• •Embrace "AJ the Jeweler": Consistently incorporate the persona of "AJ the Jeweler" as the friendly, expert face of the brand. Use his name and image where appropriate to build familiarity and trust.
• •Balance Luxury with Accessibility: While showcasing high-end items, always weave in messaging about fair pricing, pawn services, and options like layaway to remain approachable and inclusive. Avoid sounding exclusively high-end, which could alienate pawn customers or those seeking value.
• •Adapt Tone by Platform, but Keep Core Values: The playful, trendy tone on TikTok is great for that platform, but ensure the underlying values of trust, quality, and good service shine through. Website copy can be slightly more formal but should still be friendly and customer-centric.
• •Highlight Longevity and Expertise Subtly: Casually mention their "over 40 years of experience" or "expert jewelers" to reinforce credibility without sounding stuffy. This builds trust for both jewelry sales and pawn appraisals.
• •Use Customer-Centric Language: Focus on benefits for the customer ("get the cash you need," "find your dream piece," "we make luxury affordable"). Use welcoming and reassuring language, especially when discussing pawn services, to alleviate any potential stigma. Frame pawn services as a helpful solution.

Social Perception

Positive Local Reputation, Go-To for Custom and High-End Jewelry, Helpful Financial Resource, Engaging Online

Copy Examples

• •Family-owned for over 40 years, Queen City Jewelry & Pawn is your trusted Cincinnati neighbor for beautiful jewelry and fair pawn services. Stop by and let AJ the Jeweler and our friendly team help you find exactly what you need, or get a fair offer for your valuables.
• •💎 Upgrade your style without breaking the bank! ✨ From stunning pre-owned Rolex watches to custom gold teeth that make a statement, we've got the drip you're looking for. Affordable luxury and layaway options available. DM us or visit the store! #QueenCityJewelry #CincinnatiJewelry #AJTheJeweler #LuxuryForLess #PawnShopGems
• •Beyond the shine, there's craftsmanship. At Queen City Jewelry & Pawn, our expert jewelers offer meticulous repair services and precise appraisals. With decades of diamond and fine jewelry experience, trust us to care for your treasures.
• •Video showcasing a rapid transformation of an old piece of jewelry into a new custom design, or a "day in the life" of AJ the Jeweler. Voiceover: From old gold to new glow! ✨ Watch AJ work his magic. 🥶 What custom piece are YOU dreaming of? Drop a comment! 👇 #QueenCityJewelry #CustomBling #JewelryTransformation #AJTheJeweler #Cincinnati
• •Need a little help or looking for a special sparkle? Queen City Jewelry & Pawn is here for Cincinnati. We offer fair pawn loans and a stunning selection of new and estate jewelry. Your community jeweler, here when you need us.