Daisy Coppins remembers moving into the shop on the corner of the High Street and Church Street 40 years ago when she was a child. This was her dad’s first jeweller’s store and now, 40 years on, Daisy runs the business. But the framed Press clipping showing her dad on the day the shop opened in the ’80s has pride of place as you walk through the door.
How did the business start?
My dad was doing jewellery repairs in a heel bar in Harrods before he came here. The heel bar went under and my parents decided to move to the country, thinking anywhere around an hour and a half away from London would work. They put a pin in a map and it landed in Wiltshire so the family relocated to Bradford-on-Avon. Dad would go back to London to pick up work and take a caravan around local antiques fairs to do repairs and resize rings for a fiver for customers who’d picked up something at the event. He also had a workshop in his basement at home, and as news of it spread he took the plunge and opened this business.
What was it like moving in here?
It was great fun. The best bit was the buzz on the High Street and great camaraderie with the other traders. Mum and dad were friendly with Barry and Lilian who had the Packhorse opposite (now the Flemish Weaver) and we used to play with the children who lived above the shops down the street. Clare, whose parents had the post office, Julie whose family had the deli, and I made a real friend with Fleur whose mum Theodora runs the florist… it’s hard to describe how fun it was.
No, I studied theatrical make-up in London but found it wasn't the career for me so I came home and helped out. That was 25 years ago and I became hooked, the job was so varied and exciting. At the heart of it is the story behind what we sell. I might have found the gemstones overseas, designed and created something with them with the team in the workshop... and then put it out for people to look at. I think our success here, though, is because of the personal contact we have with customers. We hear their story and can tell them the story of the jewellery we think they might be looking for. Or we design something just for them. You can't buy those conversations, that personal introduction to something that will be special to them – for a special birthday or their wedding or anniversary...
About half of them, but we have plenty who come from further afield, driving over 100 miles to get here. I love it when they come in and tell me that dad made their parents’ wedding rings and they want me to help with theirs. It feels like a privilege to be part of the business’s story, and their story. I'd like to think the shop will stay in the family forever, but my twin girls are just starting school so who knows?
I think our knowledge and experience – we have workshops at the back – five people designing, making and repairing. Nick, one of the team, has been here for 35 years. But I think one key to our success is our welcome, and how we make jewellery like ours accessible. The team here give 110 per cent. They know how important it is to be approachable and are never ever pushy. We want people to come in and tell us how much they can spend and feel comfortable and never self-conscious about what they can or can't afford.
I think it's the individuals running these businesses. Theodora is so creative. You never just get a bunch of flowers. Nicola in Previous is brilliant. She knows her target audience so well.... I could go on, but I think it's that combination of business minds and individuality. And we want to support each other. Every one of these businesses brings value to the High Street, and so everyone's experience and livelihood is enriched as a result.
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