Voice on the High Street – Trustcott Jewellers

Tell us a little about Truscott Jewellers We’re a proudly traditional family-owned jewellers based in the heart of historic Gloucester. We’re located on an old cobbled street a stone’s throw from our celebrated cathedral and a few doors along from the house of Beatrix Potter’s Tailor of Gloucester. The business was started by George Truscott in 1905 and the Gloucester shop opened in 1943. As a family we’ve run the business for more than 10 years and offer everything from classic watches and elegant engagement rings to one-off and bespoke items. What helps you stand out? Our reputation for first class customer service and quality jewellery. Our motto is ‘every day is someone’s special day’, and we focus on making every customer who steps through the door feel special. Many of our customers have bought from us for decades and we’ve provided jewellery for them from their engagement ring to christening gifts through to silver wedding anniversary and beyond. Trust and reputation is key and we work hard to make sure people ‘Trust Truscotts’. What is critical to your business? Our staff are the key to everything we do. Two of them, Daphne Trigg and Brenda Morgan, have been with the business for over 97 years between them. There are very few businesses who can claim to have had that level of consistency of staff for so long. I don’t know what we’d do without them. Their experience and knowledge is invaluable and they’ve taught me a huge amount about the jewellery business. What advice would you give to someone just starting out in the jewellery business? Work hard and learn from your customers. Fashions and trends come and go but as long as you’re listening to what your customer want and provide an excellent service you won’t go far wrong. I’ve found it to be a very rewarding and fair industry. Every day is different and I genuinely do learn something new every day. What change do you think has had the biggest impact on the industry since you’ve run the business? I know most people say the internet and I’d agree but not necessarily for the obvious reasons. Yes, there is clearly a threat to traditional jewellers like us from new online businesses but one of the biggest changes we’ve seen is that our customers are more knowledgeable and clear about what they want now that they are able to research their next jewellery purchase online. I firmly believe there will always be a place for traditional jewellers like us though. Having more informed customers means we need to continue to raise the bar in terms of both the service and products we provide. As ever, I’m excited by the challenge. Where do you see Truscott Jewellers in five years’ time? In recent years we’ve fared well despite the difficult economic times and have consistently grown the business in the right direction. We’re aiming to continue this steady growth over the next few years. This article first appeared in the December 2014 issue of Jewellery Focus