Northampton-based Michael Jones Jeweller will be celebrating the reopening of its revamped showroom with a competition to attract the attention of local shoppers.
The revamped showroom in Grosvenor Shopping Northampton, anchored by Rolex, has been redesigned as part of the company’s ambitious seven-figure investment programme to create a luxurious new look for consumers.
The showroom, which also offers Omega, Breitling, TAG Heuer and Longines, will officially be reopened next Saturday.
Michael Jones Jeweller will capture the attention of local shoppers by offering the chance to win a 0.5ct diamond worth £2,300.
The diamond will be hidden in a specially commissioned ice sculpture and entrants will be asked to guess how long it will take the giant ice sculpture to melt, revealing the sparkling gemstone.
Discussing the refurbished showroom, branch manager Thomas Sinclair said: “When we first embarked on this project we wanted to create something truly special, underlining our commitment to Northampton town centre and giving our customers an unforgettable retail experience.
“We are thrilled with the results and we can’t wait to welcome back shoppers to see the new store for themselves.”
Michael Jones Jeweller managing director, Stuart O’Grady added: “Retail in the 21st century has to be an experience if it is to compete with online sellers.
“We want our customers to sit down in a lounge area with a glass of champagne while choosing their wedding rings, we want them to select a luxury watch in a room that is suitable for such an occasion – that is something you simply cannot replicate on the internet.”
Discussing the relevance of the eye-catching competition, O’Graddy commented: “The ice sculpture mirrors that experiential ethos behind the new design and will give one lucky customer a prized diamond to be proud of as we celebrate our new home.”
Run as a cooperative, the independent jeweller has had a presence in Northampton for more than 100 years, and will now be extending into the former Burton’s unit within the shopping centre – a store the Michael Jones Jeweller previously occupied in the 1970s.
A number of concessions will be featured in the new store, with dedicated areas for major watch brands taking pride of place, including Longines, Bremont and Tissot.
Jewellery suppliers such as Brown and Newirth, Fope, Clogau, and Ti Sento will have fully branded counters, alongside existing brands, including: Gucci, Baume and Mercier, and Raymond Weil.
Also featured in the store will be a new upstairs area with a private consultation room and a staff training area.
Opening day will see a range of special offers run in partnership with Northampton Saints – with player appearances, giveaways, and luxury hospitality packages available for a limited number of customers.
Saints chief executive, Mark Darbon said: “We are proud to have Michael Jones Jeweller as an official club partner and look forward to seeing the results of their significant expansion programme. The store is certain to be a jewel in the crown of our town centre.”
The revamped unit becomes a flagship store at the Market Square end of Grosvenor Shopping Northampton – while work continues on the multi-million-pound redevelopment of the area.
Tom Litchfield, operations manager of Grosvenor Shopping Northampton, said: “We’re excited to see the transformation of Michael Jones Jeweller and thrilled to see the brand’s continued confidence in the centre.
“We’re always looking at how we can evolve our offering to provide our customers with the very best experience and I’m sure that the newly expanded store and the increased product selection will prove very popular with our visitors.”
Mark Mullen, operations manager of Northampton Town Centre Business Improvement District, added: “It’s good to see such a prominent retailer reaffirming their faith in Northampton’s retail offer and investing in their premises.
“We’re looking forward to seeing the new store and the impact this has on attracting more shoppers into our town centre ahead of the completion of the Market Square redevelopment.”
