Copywriting for Diamond website

I have a diamond shop / client that requires some basic website copy and double sided DL 100mm x 99mm Promotional card to be left at hotels and targeted at the “Bring your own design” type crowd. Project Summary: Joseph George is a manufacturer and retailer of hand made jewellery. Joseph is a second generation jeweller known for over 30 years for his creativity, attention to detail and exceptional quality of workmanship. Joseph George is seeking an online presence and identity. Immediate goals include advancing marketing and promotion of the company via the site and printed matter like brochures, catalogues and media advertizing. As a first step is to recreate the site so it is scalable and easy to update. Long-term, the Joseph George site will be a tool and a resource for clients and company – with the eventual build out of a client communication area and a corporate Intranet. Target auidiance: Joseph George target audience includes professional executives, financially comfortable retirees and couples to be engaged. Most of these individuals are looking at the web site in order to decide who will provide the most appealing and unique solutions for their buying efforts. These individuals may have already heard of Joseph George, and are looking for additional information and company background for amplification and verification. Experience, design and quality of product are important factors in the decision-making process. Joseph George typical web site visitor is a 35-60 year old professional. Positioning: Joseph George has many competitors in the Jewellery community, mostly smaller shops with many partners who say they 'do it all.' Highlighting the on site workshop, quality of product, overall attention to detail and a one to one communication of the client with the tradesman will separate Joseph George from its competition. Attention to overall marketing strategy will also help to differentiate the web site in the industry eye. Brand charcacter: • Dynamic, experienced, contemporary, exciting, fun, communicative • Elegant, semi-corporate, high production value, high visibility • Use current branding efforts in a new and different way • Information should have a fresh and conversational tone • Easy to navigate and find information Single-Minded Message: What is the overall communication to say? • innovative communication Website copy for these areas Joseph George – About his story, heritage, history etc. 1x page Services – engagement rings, restoration, repairs, etc. 1x page Home page – Basic intro text. A feature product will accompany the text. Education – diamond education text (From an existing website already this can be gleaned) [login to view URL]