Durham jeweller capitalises on market gap with made-to-order business

A bespoke, made-to-order jeweller has plugged a gap in Durham’s jewellery market with its service.

While the Croft Workshops is off the beaten retail track in the northern city and is located just behind the city’s indoor market, it manages to cash in on trade by offering a range of ready-made and custom jewellery.

While many jewellers have an on-site workshop, there are few that display them as prominently as Crofts Workshops. With a major clue in the title, the workshop is on clear display, only separated from the front section of display cabinets by a waist-high divider.

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It’s thanks to shop owner Andrew Ashcroft’s focus on flora and fauna and bespoke approach that Croft Workshops has managed to carve out its place as a top bridal destination.

Ashcroft told PJ: “95% of the work, all the jewellery I work on, is wedding and engagement rings. Out of the 40 jobs I have on at the moment, two are not wedding or engagement rings.

“The nature designs have been very popular, it’s more or less taking over. Most people that come to me, come because they like the more detailed designs and there’s not many people doing those sorts of things and not many around here.

“Style wise with wedding and engagement I will do anything, but what I’m more known for is the more detailed engraved, nature-inspired pieces. I do anything a customer wants to order.”

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