NAJ Member Featured in Major New Experian National Advertising Campaign
04 Mar 2026
Bud, founder of Si Vis Amari, an independent bespoke jeweller with studios in Didsbury Village and Manchester city centre, has unexpectedly found himself in the national spotlight after being cast in Experian’s latest major commercial.
The new advert, inspired by the classic nursery rhyme “There Once Was an Old Woman Who Lived in a Shoe”, features large-scale, purpose-built sets and has been directed by award‑winning commercial director Tom Noakes, with cinematography by James Brown, fresh from work on a Netflix series in Colombia. The production, filmed in Bulgaria, is now showing in cinemas as well as across national television networks and online platforms.
Bud’s involvement came about after his daughter was cast in the commercial. The production team requested family photographs and, impressed by his look, invited him to submit an improvised self‑tape audition.
“I nearly didn’t bother,” Bud explains. “I’m a jeweller, not an actor, and I was busy with work — but I didn’t want to dampen the experience for my daughter, so I sent one in. To my surprise, they loved it.”
Days later, he was flown to Bulgaria for a six‑day shoot, staying in five‑star accommodation at the Hilton with all expenses covered. “It was an amazing experience from start to finish,” Bud says. “The scale of the set, the professionalism of the crew, everything about it was extraordinary.”
As a member of the National Association of Jewellers, Bud continues to focus on his craft at Si Vis Amari, where he specialises in designing and creating bespoke engagement and wedding rings in 18ct white gold and platinum, working with natural and lab‑grown diamonds as well as coloured gemstones. All pieces are designed and manufactured in the UK, and his clientele includes several notable public figures, with new significant commissions currently underway.
“The advert was a wonderful and unexpected chapter,” Bud adds, “but my passion remains in the studio, creating meaningful pieces of jewellery for my clients.”
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Source: Si Vis Amari