1.) We want something which can appeal equally to American and European tastes. (This means the logo will probably have to work with both the UK and US spellings of Jewellery/Jewelry)
2.) Our slogan is "Trouble-free jewellery manufacture from design to finish". It can be used in the logo or not, try either way.
3.) We want people to think of the following words when they think of our company:
luxurious design, Cutting-Edge Technology, Master Craftsmanship, premium service, worth every penny, quick, trouble-free, trustworthy, reliable, and inspired
4.) Since our roots are jewellery design and manufacturing, and our primary client base are luxury companies, elegant is much better than wild
5.) We want to make our customers feel welcome and comfortable. The logo must not be aggressive at all. Clean and modern is best.