British jewellery retailer F Hinds has opened a new Chapelle store in Staffordshire.

Chapelle Jewellers was founded in 1979 and bought by F Hinds in 2019, the year of its 40th anniversary.

The new store in Cannock marks the 13th Chapelle site across the UK for F Hinds, itself a family-run business since 1856. It is also the first Chapelle store opened under F Hinds’ management of the jeweller.

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Most of the 13 Chapelle stores are situated in designer outlets and retail parks around the country.

In a LinkedIn post F Hinds wrote: “On Wednesday 2nd March We officially opened our 13th shiny new Chapelle store in McArthurGlen Group West Midlands Designer Outlet in Cannock.

“Thank you so much to Key Lime PR & Marketing and mark-making* for making it happen, and well done to all of our staff in-store and at head office for your hard work.”

F Hinds is one of the UK’s largest jewellers, operating 128 stores around England and Wales.

Andrew Hinds, chairman and diamond buyer at F Hinds and Chapelle, said: “We are delighted at how well Chapelle has performed since it became part of our family. After a year of resetting followed by the pandemic, Chapelle is now going from strength to strength.

“We are thrilled to be able to move to the next stage by opening this store. It is in the country’s newest outlet centre and is already drawing visitors from across the West Midlands”.

Jeremy Hinds, sales director at F Hinds and Chapelle, said: “We warmly welcome the new members to our team, including the experienced staff transferring from local F Hinds stores. Our Chapelle offer is becoming progressively stronger and the number of brands that want to work with us is increasing.”

Meanwhile, Andrew Hinds joined Professional Jeweller for a short exclusive Q&A below about the new opening.

Andrew Hinds Q&A

Why did you choose Cannock in Staffordshire for the new store?

Because Chapelle is an outlet jewellery and watch specialist. The West Midlands Designer Outlet at Cannock is a major new outlet centre that’s been opened by Europe’s top operator to cover the West Midlands, which is an area which was previously underrepresented and where Chapelle didn’t have a presence.

Is this part of a wider expansion?

We will look at any new outlet centre development for Chapelle and there are one or two existing centres where we would consider opening.

The total number of these locations is fairly small, so it is likely to be one or two stores as opportunities arise rather than anything major.

The same applies to F Hinds, where we have no specific plans to increase numbers significantly, but are open to individual opportunities where these are attractive.

How’s the opening gone?

We’ve been very happy with the way things have started. Sales have immediately gone to a level that we are very satisfied with and we hope to be able to make further progress as we become more established and services such as repairs, design, et cetera, build over time.

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