Brand Tone

Heritage/Established, Artisanal/Handcrafted, Authentic/Local, Family-Oriented/Friendly, Traditional/Classic

Brand Values

• •Quality Craftsmanship
• •Australian Made
• •Heritage & Tradition
• •Customer Trust & Service
• •Authenticity

Best Practices

• •Emphasize Heritage: Consistently weave in the 'since 1970' and 'Queen Victoria Market original' narrative to reinforce trust and tradition.
• •Spotlight 'Australian Made': Ensure this key value is prominent in product descriptions, social media, and an 'About Us' section. This is a significant differentiator.
• •Use Warm and Approachable Language: Reflect the 'family business' and 'friendly service' aspect. Avoid overly formal or corporate jargon.
• •Focus on Timelessness over Trends: Describe jewellery as 'classic,' 'enduring,' 'timeless treasures,' appealing to customers seeking lasting value rather than fleeting styles.
• •Connect to Place: Regularly mention the Queen Victoria Market to ground the brand in its iconic Melbourne location and appeal to desires for authentic local shopping experiences.

Social Perception

Trusted & Reputable, Authentically Australian, Traditional & Enduring, Local & Community-Focused, Positive Association with QVM

Copy Examples

• •Headline: A Melbourne Legacy, Cast in Silver. Discover TAM Jewellery at Queen Victoria Market since 1970.
• •Product Description (Opal Pendant): Own a piece of Australia's heart. This radiant Australian opal, ethically sourced and set in sterling silver by our family artisans, carries a story as unique as yours. A timeless treasure, proudly Australian made.
• •Social Media Post: Fifty years of sparkle and still shining! ✨ From our family to yours, TAM Jewellery has been crafting memories at the Queen Victoria Market for generations. Find your timeless Australian charm with us this week. #TAMJewellery #QVMsince1970 #AustralianMadeJewellery #MelbourneHeritage
• •About Us Snippet: More than just jewellery, we're a Melbourne tradition. Since 1970, TAM Jewellery has been a trusted name at the Queen Victoria Market, offering authentic Australian opals and finely crafted sterling silver. Experience our family's passion for quality, with over 95% of our pieces made right here in Australia.
• •Call to Action (Website): Find Your Enduring Australian Treasure. Shop our collection of locally made silver and opal jewellery, a legacy of Queen Victoria Market.