Christopher George Jewellers


As father and son, George and Christopher Dagley were motivated to start the business because their family have always been involved in the jewellery industry. George has been repairing watches for over 50 years, and Christopher has worked in his family’s jewellers shop since his teens. When they relocated to Cardiff in the 1970s, they felt that there was a lack of jewellers who offered exceptional service, and they realised they could fulfil this need. They started by offering a clock and watch repair facility in a small unit in the Alders Arcade, and after noticing a gap in the market for quality jewellery, they extended their offering to include a select range of well made pieces. Since then, the motivation has been to grow the business while keeping the same high standards that always been at the centre of the company. A major challenge for the company has been three compulsory purchases of premises, resulting in moving the whole business while keeping existing customers. This was achieved with little disruption as client loyalty had been gained through outstanding customer service.

Success Factor

The business has succeeded by consistently offering an exceptional service to customers, both retail and trade, listening to their needs and exceeding expectations, and by employing experts in each area of the business. Every customer is treated as an individual, not a number or statistic, and if the firm does not have what they are looking for, then it will source it or make it for them. As an independent business, Christopher George is free to carry a more unusual range of products than other jewellers. All staff are involved in the buying of jewellery and developing new ranges, and are constantly looking at current trends and fashions to gain inspiration, including stocking lesser known gemstones and interesting designer and handmade pieces, including pieces designed and made in store by our gemmologist and goldsmith. Finally, the marketing approach of the company has been to focus on achieving profile by different means to normal advertising, such as donating prizes to charity, editorial newspaper coverage, and wedding fairs. It is also looking into sponsorship opportunities and provides jewellery for fashion shows and photo shoots.

The Future

The aim of the business is to continue to grow in terms of turnover, profitability and staff, increasing its wholesale coverage to cover the South East and the Midlands. It will also stock larger and higher quality diamonds as standard, increase the amount of handmade pieces it sells, and improve quality and standards within the business. It aims to update and utilise its website, and start e-trading and produce a trade-only transactional website for our business customers. Given its success in this area, it will extend the workshop and employ additional crafts people to take on further trade repair accounts.