Created in the UK Responses to the Demand for British-Made Jewellery

09 Dec 2021

 

‘Extraordinary’ is the only word that comes to mind when describing the British jewellery industry's recovery from the pandemic.

In recent months, the demand of British fine jewellery has been evident in British consumers' spending habits, especially among founding members under the National Association of Jewellers (NAJ) Created in the UK accreditation, whose sales are currently booming. 

Andrew Hinds, director of F. Hinds – the independently run and family-owned jeweller with over 115 outlets across the UK, discusses the present state of his business:

“This year has been great. The average sale has increased significantly, and it appears that much of this is due to customers ‘spoiling themselves’ after a year of lockdowns and other limitations. Many people haven't spent as much as they usually do because they haven't gone on holiday abroad, haven't gone out as much, and haven't been commuting to work. Some people have wisely decided to invest some of their excess cash on diamond rings and other pieces of jewellery!"

Image: F. Hinds – the independently run and family-owned jeweller

Gary Wroe, chairman of the NAJ and managing director of Hockley Mint, a multi-award-winning Birmingham jeweller, echoes the same sentiment:

“Since the pandemic, we've noticed an increase in demand for our products, which we believe reflects rising support for British manufacturing as well as concerns with international suppliers. We hope that this support continues as international restrictions are lifted and more shops, designers, and brands see the value of local craftspeople, quick lead times and talent, such as that found at Hockley Mint.”

Image: Gary Wroe, chairman of the NAJ and managing director of Hockley Mint

The commitment to customer satisfaction and quality can also be found among Created in the UK founding members such as Harriet Kelsall Bespoke Jewellery, one of the UK's thriving jewellery boutiques. Harriet Kelsall discusses how important it is in the industry to respond to the desires of customers:

"People still want to commemorate special occasions. Especially in these times, and despite the fact that weddings and events are being postponed or scaled back, our customers' commissioning is as meaningful as ever.We work within the parameters of the customer's budget and design specifications. We can walk them through the process and create an exciting and positive experience for them both in person at the studios and remotely from their home."

Image: Harriet Kelsall, founder of Harriet Kelsall Bespoke Jewellery

Indeed, Created in the UK members benefit from being in the same time zone as their retail stockists, allowing them to customise stock to local demands. Andrew Hinds explains:

"There is a strong desire among many consumers to 'shop local,' whether it is for food from the same region or for jewellery and other things created in the United Kingdom.

"There are many possible reasons fo this, and some I've heard include: reducing the environmental impact of shipping items around the world (which is fortunately much lower for jewellery than for most consumer goods), supporting local craftspeople and businesses, trust in the quality of British-made items, appreciation of British design, faster delivery times, support for the UK economy after Brexit, and so on."

Members of Created in the UK have a thorough awareness of local customer preferences and shopping habits, as well as a particular affinity for appropriate designs and materials.

Local British touches abound in the jewellery, as Hinds points out, thanks to the Created in the UK scheme.

"We have a line of diamond rings created particularly for us in a Birmingham workshop, and we've now labelled them all under the scheme. Next year, we're considering expanding our product lines, such as wedding rings.”

Many people admire Birmingham's Jewellery Quarter because it serves as a manufacturing hub for established British retailers, jewellers, goldsmiths, and jewellery associations such as the NAJ.

Image: Birmingham's Jewellery Quarter

This corner of the UK's second city employs around 4,000 people across 600 firms and produces approximately 40 per cent of the country's jewellery.

For over 200 years, it has been regarded as a hotspot for highlighting the country's unique jewellery history, resulting in strong ties with British businesses and the local community being maintained.

Created in the UK, highlights all of the advantages of manufacturing in the UK, particularly during these challenging times, such as timely deliveries and greater flexibility, as well as complete control over production and quality control.

Gary Wroe emphasises one of the Created in the UK scheme's advantage,

“Customers often have the problem of locating said products and determining whether they are authentic British-made goods. Created in the UK is a simple, cost-effective plan that has allowed us to distinguish and market our jewellery, silverware, and associated products. As such, it enhances client confidence and increases sales.”

From 2022, all members of the NAJ will be able to use the Created in the UK hallmark for free.

And here's what the association's founding members have to say to jewellers thinking about joining the Created in the UK scheme:

“Go for it! The more of our great designers and manufacturers that sign up, the more critical mass and consumer awareness the scheme will have, which will help all of us to sell more British jewellery.” Andrew Hinds.

“I would definitely suggest being part of the scheme. The bigger the voice to promote Jewellery created in the UK to educate and inform UK consumers the better.” Harriet Kelsall.

“UK jewellers are very much here to stay and being a Created in the UK member promotes your support for the British jewellery industry and local craftsmanship, I would recommend businesses to join and support the scheme.” Gary Wroe.

Be Part of the ‘Created’ Community 

Source: The NAJ