WOMEN IN BUSINESS
Asa’s vision for established jewellers shines bright U nlike everyday shopping for food, clothes and household goods, buying a piece of jewellery is a moment we cherish.
Whether it is an engagement or wedding ring, a christening or anniversary gift, we take time to choose an item which reflects our good wishes for the recipient and the hope that our purchase will be something they will treasure for a lifetime. A key part of that experience is receiving excellent customer service and guidance, which the internet with its obvious immediacy and convenience fails to give us. This is the reason why jewellers like Cupitt are so important. In 2021 the business will have been based in The Strand in Bromsgrove for 75 years. Customers can take time to browse, ask for advice from the friendly staff and see items up close and glittering. The driving force behind this independent family company, which is one of the town’s longest running businesses, is Åsa Cupitt. Swedish-born Åsa came into the business by marriage to Simon Cupitt and the couple have two children. “We met in France when I was a ski guide and Simon was working as a photographer,” recalled Åsa. “After living there for four years, we had a decision to make – to go to Sweden where he couldn’t speak the language or come to England where I could. On arrival in the UK, Åsa started temping and worked at Yamasaki in Worcester for three years. She only began working full time with Cupitt after Simon’s death in 2013 and gave the brand a fresh look with a new logo and refurbished shop. Much has changed over the past seven decades but in many ways much has stayed the same in relation to Cupitt’s relationship with its customers. “We welcome all new customers and we have loyal customers covering three generations.The little ones come in for biscuits and know where the tin is kept!” said Åsa. As well as selling exquisite pieces of jewellery, Cupitt also carry out 99 per cent of all repairs on site in its own workshop and welcome commissions, which have been an impor tant par t of the business since lockdown began in March. “Customers will come in with a stone and we will all pitch in – it’s nice to be able to keep that creativity and customer service,” said Åsa.
6 Completely Bromsgrove
Asa Cupitt of Cupitt Jewellery
“You don’t get that when you buy online. We can’t compete with the internet but we don’t want to be a warehouse. I believe in the emotional connection, the back story and the special feeling when items are lovingly gift wrapped. “Over the years, we’ve come to know so many people. Our regulars will come in for a chat and to bring us up to date with their news.” Completely Bromsgrove sincerely hopes that Åsa and the Cupitt team will be able to celebrate the store’s 75th bir thday in style next year. www.cupittjeweller.co.uk
