Brand Tone

warm, personal, trustworthy, and expert

Brand Values

• •Customer Obsession: Striving to provide exceptional, personalized service and making every customer feel seen, heard, and celebrated.
• •Craftsmanship & Quality: Dedication to creating meaningful, high-quality pieces, with an emphasis on bespoke designs and an in-house workshop.
• •Inclusivity & Accessibility in Luxury: Making luxury feel personal, welcoming, and accessible to all.
• •Family & Community: Deeply rooted in Liverpool as a family-run business, actively participating in and giving back to the community.
• •Passion & Joy: A close-knit team with energy and passion for creating special moments and joy through their jewellery.
• •Innovation & Creativity: Embracing innovation, staying ahead of the curve, and bringing fun and theatre to their store and online content.
• •Trust & Integrity: Offering guarantees like a lifetime commitment on bespoke orders and transparent service.

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone words (e.g., warm, expert, celebratory, trustworthy), and "voice" (e.g., the knowledgeable older sibling, the passionate artisan). Provide do's and don'ts for communication.
• •Storytelling Focus: Emphasize the personal stories behind the jewellery – both the customers' and the brand's heritage. This naturally lends itself to a warmer, more engaging tone.
• •Customer-Centric Language: Use "you" and "your" frequently. Focus on the customer's needs, dreams, and special moments rather than just product features.
• •Empathetic and Inclusive Communication: Ensure all copy reflects the brand's value of inclusivity, making everyone feel welcome and understood, regardless of their budget or the occasion.
• •Consistent Training and Review: Regularly train all staff involved in content creation or customer communication on the brand voice. Implement a review process to ensure consistency across all channels, from website copy and social media to email responses and in-store interactions.

Social Perception

Wongs Jewellers is highly regarded by its customers and the local community. They are perceived as a reputable, trustworthy, and high-quality independent jeweller. Customers feel they receive exceptional, personalized service and that the staff are knowledgeable, patient, and genuinely care about their special moments. The brand is seen as a "Liverpool institution" and the go-to place for engagement rings. The expansion to Manchester is viewed as an exciting new chapter for a beloved family business.

Copy Examples

• •Headline: "Your Love Story, Crafted by Hand. At Wongs, it's more than jewellery; it's a promise, a memory, a forever piece. Discover bespoke engagement rings designed with passion in our Liverpool workshop."
• •Social Media Post: "From that first spark to 'I do,' and all the magical moments in between – we're here to help you find the perfect symbol of your journey. Our family has been part of Liverpool's love stories since 1979. Come share yours with us. #WongsJewellers #WhereLiverpoolGetsEngaged #BespokeJewellery"
• •Product Description (Bespoke Service): "Imagine a jewel that tells your unique tale. Our artisans breathe life into your vision, transforming cherished heirlooms or dreaming up entirely new creations. Experience the Wongs difference – where inclusive luxury meets heartfelt craftsmanship. Book your personal consultation today."
• •Website About Us Snippet: "For over 45 years, Wongs has been more than just a jewellers; we're a family dedicated to celebrating your most precious moments. Our passion for exquisite design and heartfelt service is at the core of everything we do. Welcome to the Wongs experience."
• •Promotional Ad (New Manchester Store): "The Wongs magic is coming to Manchester! Soon, you'll be able to experience the same dedication to craftsmanship, personalised service, and unforgettable moments that have made us Liverpool's most loved jeweller. Get ready, Manchester – your love stories are about to get even more brilliant. #WongsManchester #NewBeginnings"