Our May CMJ Retailer of the Month, Christopher George Jewellers in Cardiff, won for its store refit. We chat to Dimitri to find out about what inspired the design and how it has been received by customers.

Please give us a bit of background to your business.

We’re a family-run jewellers that’s been in business since 1979 in the heart of Cardiff. It started with a real passion for jewellery and great customer service, and that’s still what drives us today. We focus on quality, honesty, and making sure every customer feels looked after.

What was your vision for the store redesign?

We wanted the shop to feel fresh and more modern, while still keeping that warm and welcoming atmosphere people know us for. It was important the new design showed off the jewellery better and made the space more enjoyable to be in.

Which part are you most pleased with?

The new layout and colour scheme make a huge difference. It’s brighter, more open, and the jewellery really stands out. Plus, the new seating area gives us a quiet space to sit with customers and talk through special pieces or designs.

Would you do anything differently in hindsight?

Maybe just give ourselves more time for the planning stage. As with any project, things come up last minute, and a bit more breathing room would’ve helped. But we’re really happy with the final result.

What has been the reaction from customers?

It’s been great. A lot of people have said how much more open and modern the shop feels now. They love the new displays, and it’s made shopping here feel a bit more special.

What do you think is the secret to running a successful independent retail jewellery business?

Great service, trust and strong product knowledge. Our team’s training really helps here – having consultants who’ve studied with GIA and De Beers means we can give informed advice that customers value. It’s not just about selling jewellery, it’s about guiding people through important moments with confidence. Building trust takes time, but that’s what keeps people coming back.

What do you believe are the biggest opportunities and challenges currently facing the high street, and specifically retail jewellers?

Footfall is definitely a challenge, and more people are shopping online. But for us, that’s also an opportunity – we offer something you can’t get online: a personal experience, expert advice, and the chance to see and try things on in person.

What do you enjoy most about being part of the CMJ?

The support and sense of community. It’s great to be able to share ideas, get advice, and stay connected with others in the industry. We’ve learned a lot from other members over the years.