The CMJ’s Retailer of the Month for July was David Mellor Jewellers, which has three stores in Hampshire, in Eastleigh, Andover and Totton. David Mellor Jewellers is a second-generation family business with an in-house jewellery workshop, offering both retail and trade repairs. The business partners’ father David, who sadly passed away in April 2025, founded the business in 1976 as an ambitious 24-year-old market trader, starting with a modest stock of silver and gold jewellery and a handmade wooden stall. Later joined by his wife (their mother) Christine, they built the business into a thriving combination of market stalls and bricks-and-mortar stores.

By 2008, they retired the market side of the business and soon after, the three siblings Dan, Jim and Amy joined the business full-time, gradually rebranding the company away from the “day-glow stars” and other market-style trimmings. Now, as siblings and business partners, they pride themselves on navigating a fast-moving and ever-changing retail environment, focusing on cultivating company culture and adapting as quickly as the market demands.

We chat to Amy Mellor to find out more about the evolution of the business and the charity event they held in memory of their late father David.

What plans do you have for the next 12 months?

• Launching a new Shopify-based website to improve scalability and create a seamless connection between our in-store experience and our online journey.
• Digitalising our repair service to streamline administration, freeing up staff time for higher-impact work that drives revenue, enhances customer experience, and supports long-term growth.
• Celebrating our 50th anniversary in 2026 with events that involve our customers and honour Dad’s legacy; fulfilling his dream of creating a successful family business for his children to continue.

How did your plans for the golf day come about and how did you promote it?

We began planning our first Charity Golf Day a year in advance, in July 2024, inspired by similar successful events and a desire to give back locally. At that time, we hadn’t yet chosen a charity. In September 2024, Dad was diagnosed with terminal cancer, with a prognosis of 12 months with chemotherapy. Sadly, he couldn’t have chemo and by December 2024 was referred to Mountbatten Hampshire for palliative care. At that point, our chosen charity was clear.

Promotion was a mix of Instagram (including a fast-paced ‘trick shot’ reel that generated plenty of entries), email and SMS campaigns, and word of mouth. Many customers got their friends and golfing partners to play too. We were also fortunate to have supplier friends, including Gavin from Goodman Brothers and Craig from Ntinga, take part and support the day through sponsorship and auction prizes.

How much did you raise and for what cause?

We’re incredibly proud that our first-ever DMJ Charity Golf Day raised £13,073.10 for Mountbatten Hampshire. Every penny of the entry fees went directly to the charity, with all event costs absorbed by us.

Mountbatten’s care meant the world to our family. In Dad’s final days, their palliative nurses visited him at home, with daily carers ensuring he was comfortable and giving us the gift of simply being together without extra stress.

Their services cost over £10.5m a year to run, so while our donation is just a small part of that, it’s enough to fund the entire annual cost of specialist care for around 2-3 people, whether in their own home, in a hospice bed, or through vital emotional and bereavement support. It’s our way of honouring Dad’s memory while helping other families facing the same journey.

Are you planning on holding similar charity events in the future?

Yes, we’re in the throes of finalising a date for our next Golf Day. The vast majority of this year’s participants have already asked to be signed up again, so our aim is to make it an annual event, growing entries year on year.

Why do you think it is important for businesses to get involved in charity work?

As an independent family business, our local community is our lifeline. Small local businesses have a far greater reinvestment ratio into the local economy than global corporations, supporting grassroots organisations, schools, and community events. For us, it’s about giving back in the same way our community supports us. Business shouldn’t only be about the bottom line; it’s about making a difference, having an impact, and building a lasting legacy.

What do you enjoy most about being part of the CMJ and would you recommend membership to other retailers?

Networking with fellow retailers is invaluable; it’s reassuring to know we’re not alone in the challenges of running a business. There’s a rare sense of community over competition, with knowledge freely shared and paid forward. The CMJ team continually improves the services available, making it a membership we’d certainly recommend.