Wakefields Jewellers in Horsham, West Sussex, has reopened after an extensive redesign of its store which it hopes will entice customers back.

The independent, family-run jeweller was founded in 1911 and is now run by the fourth generation of Wakefields – siblings Dominic and Melanie.

It specialises in fine gemstone jewellery, bespoke designs and luxury watch brands like Rolex and Tudor.

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London’s Innovare Design helped complete the renovation project, taking inspiration from the existing 1930s art deco shopfront.

“We have a successful and well-established business,” said co-owner, Dominic Wakefield, “but independent high street stores like ours need to work extra hard to stay relevant and attract shoppers today.

“Even before the pandemic hit, we were working on our strategy to embrace both the new digital world of shopping as well as elevating our instore experience for customers.

“So when Rolex suggested expanding their space with us, we decided to invest in a full store redesign and refurbishment.

“We wanted a high-end store with a ‘wow factor’ but also somewhere customers would still feel relaxed enough to pop in for a coffee and a chat.”

Meanwhile, co-owner Melanie Wakefield added: “We are thrilled with the new store design.

“It allows us to create a truly special and memorable experience for every one of our customers.

“We’ve been delighted by all the positive responses. During the pandemic we’ve attracted new local customers who would previously have bought their jewellery and watches from London’s Hatton Garden – they are very happy to have an alternative luxury destination store closer to home.”

Dominic Wakefield concluded: “Despite the obvious pent-up demand post lockdown, the new store is definitely contributing to a significant uplift in trading.”

Photography by Toby Phillips