90
Your Views
Voice
onthe
Karim Merchant of Identity the Jewellers, Derby Could you explain a bit about the history of Identity?
We are a new enterprise that opened in the Westfield Centre in Derby on the 9 October 2007. The main aim of Identity is to sell quality jewellery and gifts not currently available in Derby. We mainly target the male audience and have a very wide, diverse range of men’s jewellery. However, since opening we have expanded and now also offer a large choice of women’s jewellery. Identity the Jewellers has developed from many years of research and experience. Sterling silver is our preferred material, but we also offer steel, tungsten, titanium, 18 carat gold and meteorite.
Why did you choose to specialise in men’s jewellery?
We wanted to have a unique selling point that would set us apart from other retail jewellers. When we researched stores around us, we saw there was not a wide range of men’s jewellery available to customers, despite a large variety at jewellery shows. This made the decision a little easier as to who the target audience would be for Identity the Jewellers.
How did the Identity team members come to be involved in the jewellery trade?
One of the directors, Andrew Warner, has a BA in Jewellery & Silversmithing and is skilled in creating individuallydesigned jewellery. Fellow directors were accountants specialising in small business.
highstreet Is Derby a good place to do business? What do you enjoy about trading in the town?
Since the opening of the Westfield Centre it has become very busy, with a footfall of 500,000 people a week. We seem to attract, as a business, a wide variety of ethnic groups and we take pride in getting to know different people from different backgrounds.
What’s selling well at the moment?
Cœur de Lion, Story, Unique, Trollbeads, Storywheels and Festina.
You have an extensive online store – is this an essential part of being a 21st century jeweller?
Very, especially when you are an independent retailer with only one shop, as you want to be able to reach as many potential customers as possible. As we speak, we are completely re-designing our website to create a more interactive environment and set themes in place that give the customer a feel of actually being in the store.
What advice would you give to someone hoping to open their own jewellery business?
Be 100 per cent committed and passionate towards it. Always try to look for a unique selling point that no other jeweller can offer. Customer service is paramount, so try to offer that extra personal touch that chains cannot.
Finally, what are Identity’s plans for the future?
We are planning to expand and offer the customers of Westfield Derby something new that Derby as a whole doesn’t currently offer. All I can say is, keep a look out for us in the near future!