Poole-based Forum Jewellers has recently refurbished its store and repositioned as a diamond specialist following the loss of a Pandora concession.
The independent jewellery retailer has used this change as an opportunity to bolster its diamond business, and as such has transformed the space previously occupied by Pandora into a consultation area.
To spread the message that Forum Jewellers is a diamond specialist that also stocks a variety of contemporary brands such as Nomination, Les Georgettes, and the recently added byBiehl, the company has been hosting events to educate consumers about the change.
Most recently the independent jeweller hosted a ‘Dine with Diamonds’ evening which mixed education with local fundraising.
The event, held at Broadstone Golf Club, saw 82 guests enjoy a meal, whilst finding out all about diamonds from expert and jewellery consultant, Helen Dimmick, and raising money for a local young girl.
In addition, guests were able to handle some exquisite and valuable diamond pieces.
Forum’s director, Helen Molloy, explains: “I was delighted when Helen Dimmick launched as a Jewellery Consultant. Forum had just gone through the transition of losing Pandora and relaunching as Diamond Specialists. I wanted to get this across to our customers and as soon as I knew Helen was consulting, I asked her to come and give our customers a talk on diamonds. We created the ‘Dine with Diamonds’ event as we are always looking to give our customers something extra and this combined a unique evening with raising money for our chosen charity.”
She continues: She continues: “With Helen also specialising in training, we used the time she was here to give all our staff a refresher and further expertise on diamonds. This week has been amazing, not only are we all re-inspired by diamonds, but we’ve gained confidence and enthusiasm in selling. Helen’s passion for people and the jewellery industry is infectious and her willingness to share has given us such inspiration to transform our business that it has been money well spent.”
Money on the night was raised through a large raffle of prizes donated by generous suppliers. The top prize of a diamond pendant worth £1,000 was won by Jenny Lewis.
In total the event raised £1,556.40, which will go directly to help Fern Harrison, who has the rare Alexander disease, which affects her ability to walk and swallow, and she cannot lift her head. The funds will be used to buy the young girl Mollii suit, which is an electrical stimulation suit for the rehabilitation of spasticity which will make her movement easier and help her sleep. She is being is being supported by The Dorset Children’s Foundation who are Forum’s Charity of the Year.