Jewellers celebrate shop opening

Fourth Avenue opens in Diss. Jessica Doe, Emily Harris and Naomi Arbon. Picture by: Sonya Duncan

Fourth Avenue opens in Diss. Jessica Doe, Emily Harris and Naomi Arbon. Picture by: Sonya Duncan - Credit: Sonya Duncan

A South Norfolk jewellers are celebrating after opening their second shop in Diss and fifth overall.

Hemstock's Jewellers, who have been trading in Diss for 30 years and also have shops in Wymondham and Norwich (Bullen Jewellers), have opened Fourth Avenue Jewellery Lounge, on Mere street, following the success of their Norwich store.

While Hemstock's sell the more traditional gold, silver and platinum jewellery, wedding and engagement rings, Fourth Avenue sells brands and silverware, including, Thomas Sabo, Ted Baker and Swarovski.

Michele Whittam, who is joint director of Hemstock's along with her father Harry Hemstock, said: 'We're bringing the brands to Diss. We see Fourth Avenue as more of an extension of Hemstock's but selling brands and silverware.

'We're going really well in Norwich and the reaction here so far has been brilliant and we are just overwhelmed with the support.'

The shop, which is decorated in white and pink, is still awaiting the popular Pandora line after the company had problems with the furniture and hopes it shall be ready for the new year when the store will hold a second launch.

The jewellers are also celebrating after they recently won an award at Retail Systems Awards 2014.

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The Fourth Avenue shop on London Street in Norwich, won the Retail Innovation of the Year award for their roaming tills which allows the jewellers to use iPads for customers to place orders and to pay for their purchases from anywhere in the shop without the need to queue at a till.

Mrs Whittam said: 'I'm very proud of the award. The roaming tills are in the Diss store and it is supposed to be more enjoyable for customers because it is quicker and you can take payments in different areas of the shop.

She added: 'We're really pleased with how the Diss shop has turned out. We've had such a good response from people in Diss. We really appreciate it, they're very loyal and to Hemstock's too.'

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