We recently went behind the bench with Emma Hardiman and Lisa Dolphin of CMJ approved supplier Centre Jewellery, to find out more about how they are supporting retail customers and tailoring their offering to their customers individual needs.

1. Let’s start with Centre Jewellery itself, what’s the story behind the business, and what do you think makes you different?

Centre Jewellery is a British jewellery manufacturer based in Birmingham’s Jewellery Quarter, combining traditional craftsmanship with modern manufacturing methods. What makes us different is our ability to offer a personal, flexible service tailored to each retailer’s needs, building strong relationships and providing quality jewellery that helps their businesses stand out.

2. Birmingham’s Jewellery Quarter has such a rich manufacturing heritage. How has being based there influenced the way you work and the jewellery you create?

Being based in Birmingham’s Jewellery Quarter allows us to combine the traditional craftsmanship of our in-house jewellers with the expertise of specialist local casters. We work with trusted local suppliers, sourcing findings and stones locally wherever possible. Keeping our production and supplier relationships within the Jewellery Quarter helps us maintain quality while supporting the area’s rich jewellery-making heritage.

3. When someone says “bespoke jewellery”, it can mean very different things. What does bespoke mean at Centre Jewellery?

At Centre Jewellery, bespoke means creating one-off designs that go beyond our existing range, tailored to each retailer and their customer down to the smallest detail. We combine traditional craftsmanship with modern techniques to bring individual ideas to life, offering free designs and quotations with no obligation.

We aim to make the process as seamless as possible, with responsive service and speedy turnaround times to meet retailers’ needs. Our goal is to work so seamlessly behind the scenes that the customer experiences the bespoke journey entirely through their chosen jeweller, allowing the retailer to take centre stage while we handle the design and manufacturing.

We also offer personalisation options, from hand or laser engraving to incorporating ashes in resin, alongside our free storyboard service, which captures behind-the-scenes images for retailers to share with their customers and use in their own marketing.

4. Take us behind the scenes: a CMJ retailer comes to you with an idea from a customer, perhaps even just a sketch, photograph or conversation. What happens next?

It all starts with an idea. Whether a retailer comes to us with a sketch, photograph or just a conversation about what their customer has in mind, we work with them to develop the concept, taking into account the customer’s needs, budget and aesthetic preferences to ensure the design feels personal to them.

We provide free designs and quotations with no obligation, giving retailers the flexibility to explore ideas with their customers. Once the design is approved, we can provide high-resolution CAD images, realistic renders and resin prototypes to help visualise the finished piece before production begins.

Our in-house jewellers then bring the design to life, combining traditional craftsmanship with modern techniques. Throughout the process, our free storyboard service can capture behind-the-scenes images, allowing retailers to share the journey with their customers and create engaging content for their own marketing and social media.

5. What’s one bespoke piece or particularly unusual request that has really stuck in your memory, and what made it special?

One piece that stands out is a bespoke Celtic-inspired swirl ring incorporating engraving from both Welsh and Hawaiian cultures. What made it special was the challenge of bringing two distinct cultural influences together in one design, ensuring each was represented while creating a cohesive piece of jewellery. It’s a great example of how bespoke allows us to interpret personal stories and meaningful connections through design, creating something truly unique to the customer.

6. Some retailers may love the idea of offering more bespoke but worry about the time, technical knowledge or complexity involved. How do you support the retailer through that process?

Our bespoke service is designed to take the pressure off retailers, allowing them to offer unique, made-to-order jewellery without the technical knowledge or complexity of manufacturing it themselves. With our in-house team managing the process, we maintain close control over production, helping us work efficiently and meet a range of deadlines wherever possible.

We advise retailers on the suitability of designs, considering durability, aesthetics and budget to ensure the finished piece meets their customer’s needs. By managing the design and manufacturing, we make the process as seamless as possible, allowing retailers to focus on their customers and growing their business. Our aim is to work so seamlessly behind the scenes that the customer sees the retailer as the person who brought their vision to life, while we take care of the work that makes it happen.

7. Where do you think the biggest opportunity lies for independent jewellers with bespoke right now, particularly when competing with online and larger multiple retailers?

We believe the biggest opportunity for independent jewellers lies in offering something personal that customers can’t easily find elsewhere. Bespoke allows retailers to create unique pieces around their customers’ individual preferences, budgets and stories, offering a more personal experience than simply choosing from a set range. It also gives retailers the opportunity to build stronger customer relationships, encourage repeat business and stand out from larger competitors. With our bespoke service, we help make this opportunity more accessible by taking care of the design and manufacturing, allowing retailers to offer something special without adding complexity to their business.

8. Finally, if a CMJ member has never worked with Centre Jewellery before, what would you like them to know about the people behind the company, and what would you encourage them to challenge you with?

We’re a family-run business with a small, dedicated team who work closely together to deliver quality jewellery efficiently. We believe that nothing is impossible, and we’d encourage CMJ members to challenge us with their ideas, no matter how unusual or ambitious they may seem.

Building relationships is at the heart of what we do. Every retailer matters to us, and we take the time to understand their needs and how we can support their business. We combine traditional craftsmanship with modern techniques and a hands-on approach, working together to bring ideas to life while delivering a personal, reliable service. We want our retailers to feel that they have a team behind them that they can trust.

If you would like to find out more about how Centre Jewellery can work with you to bring your product ideas to life, visit their website.