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Branded Jewellery Retailer of the Year

Winner: Silver Tree Jewellery

Judges were unanimous in appointing Silver Tree Jewellery winner of this award, which sought any UK independent or multiple retailer where sales of branded and/or fashion jewellery represented more than 50% of total turnover, and service and sales stood out in 2014. One judge said: “Customer service is clearly the most important driver for this business.” Another exclaimed: “I want to shop there.” The mystery shop results, where Silver Tree was rated 100% in three of the seven categories and no lower than 90% in the remainder, reinforced this decision. The mystery shopper said: “The assistant was confident in her explanations and attempted add-on sales. It is somewhere my family would love to shop.” The judges concluded the customer service gave the impression of a proactive jewellery retailer going the extra mile to ensure customers are happy.



Focused training on in-depth trend and product knowledge for sales consultants was complimented by judges. The mystery shopper reinforced that this was a positive aspect of the in-store experience, adding that the sales assistant seemed knowledgeable about all of the products they discussed.

Coe & Co Fine Jewellery

This jeweller scored highly on contact and welcome. The mystery shopper said the sales assistant was confident in building up rapport, and the judges praised the thought that the assistant put into finding out the style of the person being gifted and offering a range of suggestions.


Mococo scored highly in sales skills, and the mystery shopper said they would recommend the store because of the friendly, polite nature of the sales assistant and the time she took to show various, suitable items. The store environment and aesthetics were also highlighted by judges.


An independent providing a range of jewellery not commonly available on the high street, Pressleys impressed with its high-end offering. Awarding 100% for customer service, the mystery shopper said the sales assistant was very approachable, knowledgeable and understanding.


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