Based in the heart of Birmingham’s Jewellery Quarter, Sonny’s Jewellers marked a major milestone last month – 10 years of growth, success and community spirit – with an unforgettable Summer Carnival charity event in support of Birmingham Children’s Hospital. The team raised an incredible £40,000 and was awarded CMJ’s August Retailer of the Month. We speak to director Manish Jogia to find out more about the business and how the event came together.

First, can you please give a bit of a background to your business and how long it has been established.

Sonny’s Jewellers is built on six generations of craftsmanship. I’m a sixth-generation jeweller, continuing a family legacy that began in the 1800s, proudly rooted in the UK since 1962 and in Birmingham’s Jewellery Quarter since 1968. We opened the doors to Sonny’s in 2015 with just three of us and a simple mission: to combine traditional bench skills with modern service to make fine jewellery approachable and unforgettable. Since then we’ve grown steadily; today, across the group, we employ a team of 30+ talented people covering everything from design and manufacturing to repairs, valuations and curated ready-to-wear. While we’ve scaled, our ethos hasn’t changed – family values, quality without compromise and a relentlessly personal customer experience, all from the heart of the Jewellery Quarter.

What plans do you have for the business in the next 12 months?

Over the next 12 months we’re focused on disciplined growth, brilliant basics and memorable customer experiences. We’ll progress our retail expansion while elevating the flagship with refreshed displays, stronger storytelling and a calendar of in-store events. Our bridal and bespoke offer will scale with deeper size/shape availability, faster lead times and a clearer pathway between remodelling and true bespoke, supported by transparent pricing. We’ll deepen ready-to-wear and men’s wedding rings – holding the most-requested sizes in volume – while investing in service and aftercare (repairs, valuations, polishing and lifetime care plans) to drive loyalty.

Digitally, we’ll relaunch content, appointment booking and virtual consultations, and strengthen CRM with segmented journeys to lift conversion and referrals. People remain central: a three-week onboarding, brand-standards bonus and weekly coaching targeting +10% ATV and +15% conversion. We’ll also advance responsible sourcing and celebrate “Sonny’s 10-Year” through community and charity partnerships.

What are the biggest challenges and opportunities of being located in a concentrated area of jewellers like Birmingham’s Jewellery Quarter?

Being in Birmingham’s Jewellery Quarter is both a crucible and a catalyst. The density of quality retailers raises expectations, price transparency and the pace of comparison – so you must differentiate clearly, avoid a race to the bottom and recruit and retain great people in a competitive talent market. Footfall can also be seasonal and parking a friction point.

The flip side is powerful: the Quarter’s heritage confers instant credibility; proximity to workshops, valuers and suppliers lets us offer same-day services, faster lead times and tighter QC; and a deep local talent pool supports craftsmanship and apprenticeships. The cluster creates destination appeal and collaborative opportunities – events, trails and cross-promotion – that lift all boats. Our strategy is to lean into the Quarter’s story while standing out through service, curation and experience: clearer pathways for bridal and remodelling, transparent pricing, visible bench skills and hosted in-store moments that turn comparison shoppers into loyal clients.

How did your plans for the Summer Carnival come about and how did you promote it?

Our Summer Carnival grew naturally from two things: marking 10 years of Sonny’s and our wish to give back to Birmingham. The Botanical Gardens gave us a family-friendly setting that matched our brand – warm, joyful and community-minded – while the carnival theme let us showcase craft, colour and celebration. We partnered with Birmingham Children’s Hospital as our beneficiary and built the event around experiences rather than speeches – live music, maker moments and a headline charity auction/raffle (with standout prizes like premium sports experiences and jewellery exclusives).

Promotion was a layered campaign. We started with “save the date” teasers, then rolled out storytelling across email CRM, social and in-store. We used QR-linked invitations and POS in both stores, segmented emails for VIP clients and bridal alumni, and short-form video of behind-the-scenes prep. Our Givergyticketing/auction page made sharing easy; supplier partners amplified posts and contributed prizes; and local press, influencers and community groups helped extend reach. We supported it with staff talk-tracks, WhatsApp reminders for top customers and countdown content. Post-event we closed the loop with thank-yous, photos and an impact update – turning a celebration of our first decade into momentum for the next.

How much did you raise and for what cause?

We raised over £40,000 in one night for Birmingham Children’s Hospital Charity, supporting vital paediatric care and family services in our city. The total combined ticket sales, sponsorships raffle/auction proceeds and on-the-night donations – turning our 10-year celebration into tangible community impact.

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

We’re thinking carefully about the next one. The Summer Carnival was spectacular and reminded us how rewarding it is to give back – but it also required significant planning and the incredible support of everyone who attended and sponsored. We’re constantly looking for meaningful ways to support our community – whether that’s another flagship fundraiser, smaller cause-led moments in store or on-going partnerships with local charities. The intent is absolutely there; we just want to do it in a way that’s thoughtful, sustainable and genuinely impactful.

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

Businesses don’t operate in a vacuum – we’re part of a community that enables our success. Getting involved in charity work turns that truth into action. It aligns profit with purpose, builds trust with customers and energises teams who want their work to mean something beyond the till. Above all, it’s important to give back – it’s genuinely gratifying to see your time, skills and network make a real difference. We often say, “If you’re constantly taking – without giving – you’re not living.” For us at Sonny’s, charity is how we live our values – care, fairness, respect and reliability – and honour the Jewellery Quarter’s heritage of makers supporting their city. Done thoughtfully, these partnerships aren’t just “nice to have”; they’re a responsible way to do business that leaves a positive mark long after a sale.

And finally, what do you enjoy most about being part of the CMJ and would you recommend membership to other retailers?

What I enjoy most about the CMJ is the community and leverage it gives an independent retailer like us. The network is generous – open conversations, best-practice sharing, training and events where you come away with ideas you can use on Monday. The supplier access and collective terms help us buy smarter and move faster, and the benchmarking keeps our standards high. There’s also a shared set of values – quality, integrity and long-term thinking – that fits with how we run Sonny’s.

Would I recommend membership? Absolutely. If you’re serious about elevating your retail, the CMJ gives you the partners, insight and support to do it – while still letting you keep your unique brand and local personality.