EXCLUSIVE: Tustains grows self-designed jewellery arm due to popular demand

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Warwickshire jewellers Tustains will be expanding its in-house jewellery offering next year following high demand from consumers.

The company has been expanding its self-designed jewellery for about five years now, and now has a formula which will allow this side of the business to grow even further.

“It started off with a few pieces which we had a good reaction to, so we made more,” explains Tustains director, Joe Milner. “So it’s less of a conscious decision and more a reaction to demand. We have found that by buying loose gems and then designing and making the jewellery around them they become special and have a story to tell which customers love.”

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During the last 12 months a great proportion of the jewellers’ jewellery than have before has made designed and made by the team at Tustains.

Milner continues: “I think it is important not to forget how special buying a piece of jewellery is. Being able to present an item and explain why you chose that gem, why you designed it that way and that is a one off piece makes it much more special to the customer and therefore for fills their expectations of the jewellery they are looking forward to treasuring.”

Looking to the future Milner will be looking for trends in the company’s stock sales over Christmas and looking for gems next year to create relevant stock pieces.

“I will also be developing our offering of fancy shape solitaires. We will also start our second silver collection in the New Year which will be designed by Becky, a younger member of our team who has recently graduated from the jewellery school.”

Tags : bespoke jewellerychristmasJewelleryJoe Milnertustains

The author Stacey Hailes

Editor, Professional Jeweller

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