Brand Tone

elegant, heartfelt, and appreciative

Brand Values

• •Quality and Authenticity
• •Craftsmanship
• •Affordable Luxury
• •Uniqueness and Individuality
• •Ethical Practices and Sustainability
• •Customer Connection and Community

Best Practices

• •Emphasize Storytelling: Continue to share the brand's origin, the family farm connection, and the journey of the pearls. This builds emotional connection and reinforces values of authenticity and heritage.
• •Use Evocative and Sensory Language: Words like "lustrous," "radiant," "timeless," "handcrafted," "natural beauty," and "exquisite" align with the elegant and heartfelt tone. Describe how the pearls feel and the emotions they evoke.
• •Highlight Uniqueness and Personal Value: Consistently tie the uniqueness of each pearl to the individuality and inherent beauty of the customer. Phrases like "reflecting the wearer's individuality" or "celebrate your inner radiance" should be common.
• •Maintain a Warm and Inclusive Voice: Address customers as part of the "ZG Pearls family." Keep communication approachable, friendly, and appreciative, reinforcing the "sister, friend, family" perception they aim for.
• •Consistently Showcase Ethical Practices: Weave in reminders of sustainable sourcing and fair labor practices when appropriate, as this appeals to conscious consumers and reinforces the brand's integrity.

Social Perception

aims to be perceived as more than just a jeweler, but as a "sister, a friend, and a family."

Copy Examples

• •Headline: Discover Your Unique Brilliance. Body: Like the one-of-a-kind pearl, your story is precious. Adorn your journey with handcrafted elegance from ZG Pearls, where timeless beauty meets heartfelt craftsmanship. Find the piece that speaks to you.
• •Headline: The Radiance of Authenticity. The Warmth of Family. Body: From our family farm to your cherished collection, ZG Pearls brings you genuine freshwater and seawater pearls, ethically sourced and lovingly handcrafted in Edmonton. Experience affordable luxury, built on a legacy of quality.
• •Headline: More Than Jewelry, It's a Connection. Body: Each ZG Pearl piece is a celebration of individuality and the moments that define us. Share the love, create a memory, or simply embrace your own exquisite value. Welcome to the ZG Pearls family.
• •Social Media Post: Image: Close-up of a delicate pearl necklace on a model or a beautifully arranged flat lay. Caption: Timeless elegance, whispered in pearl. ✨ Each of our handcrafted treasures is a testament to nature's artistry and your unique journey. How does your favorite pearl piece make you feel? Share your story below! #ZGPearls #HandcraftedJewelry #PearlLove #AffordableLuxury #EdmontonMade
• •Product Description Snippet (for a classic pearl earring): Luminous, authentic, and effortlessly elegant. These handpicked freshwater pearl earrings are a tribute to timeless style and individual grace. Ethically sourced and meticulously crafted, they’re more than an accessory—they’re a whisper of uniqueness, designed to accompany you on every chapter of your life.