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Biagio the Jewellers celebrates 15 years of sparkling entrepreneurship
Date: 2009-12-18
Biagio the Jewellers celebrates 15 years of sparkling entrepreneurship
Biagio Patalano combines entrepreneurial spirit and strong intuition to take high risks in business. Today, Biagio the Jewellers, two fine jewellery stores in Oxfordshire are the reward for his acute business acumen.
Biagios at Thame is celebrating its 10th anniversary. A shop richly stocked with rare and exclusive gemstones – tanzanite, rubies, emeralds and coloured sapphires all twinkling and mesmerizing. An abundance of gold, white gold, platinum, Gucci, Armani and DKNY watches. We all delight in shopping at a special place where we can choose an original piece especially at Christmas.
Times have not always been so flourishing, Biagio set up his first shop in Bicester at the height of the recession in the late 80’s and next to a well know high street jewellers, which was deemed a high risk strategy. Opening a new jewellery shop requires high investment with a low cash flow support. The early years were focussed on building a rapport with people in the jewellery trade from suppliers to the gold council, a network still strong today with Biagio on first name terms with many esteemed names in jewellery. He had a strong belief in his proposition for his brand of jewellers with European based design, iconic and ahead of the market in Oxfordshire.
As Bicester just reached a healthy business state, the opportunity arose for a second shop in another Oxfordshire market town of Thame. This time in the mid 90’s, not a great economic climate and again with an established family jewellers in situ. A good decision with two stores the ambition doubled. The vision was working and the business was growing. Biagio soon realised it would need an experienced manager to lead development in Thame; Peter Thomas was employed after a chance meeting with Biagio. He had 35 yrs experience and the essential passion and energy Biagio was looking for.
In 1998-1999 Biagio the Jewellers ran a TV Ad Campaign, relatively unheard of at this time for the size of business. A pioneering step which was rewarded, as it strengthened people’s perceptions of the Biagio brand and spread both the demographic and geographical bases. The television campaign created the base that was the beginning of the intention to create an iconic status to the business. 2002 saw the next key stage, in the decision to continually evolve but at the same time re-enforce the image by undertaking a huge refurbishment, successfully completed at both stores.
Biagio made a conscious decision to travel overseas throughout the year sourcing gemstones direct and attending exhibitions to see the latest innovations from the best jewellery designers in the world. It is here, with the intention of staying “one step ahead” where he sees fashions for the coming seasons and buys for Christmas.
Today his team of 16 staff are a testimony of his special rapport with people; two have been with him for 11 years. He employs two goldsmiths for design and repair and a horologist.
Business Awards came rolling in during 2000 – 2002, as Retailer of the Year and Team of the Year achieved at regional and national level. Education and learning has become as integral part of the business. All team members attend courses and many have achieved the Professional Jewellers Diploma after 3 years study. In a further development to training Biagio decided to create a core team of Diamond specialists, not only to assist the customers but also to enhance the new range of loose Diamonds. Both the Diamonds and the specialist training, being sourced directly from Antwerp, the Diamond centre of the world.
The shop is stocked covering a range of price points, from under £50.00 for stylish silver jewellery to £8,000 for a tanzanite and diamond necklace. Biagio finds that people often ask for their own commission. ‘They are looking for something special, personal and individual, and want to design. We pride ourselves on being completely flexible.’ Belief is at the cornerstone of their success, “We believe we can create their perfect piece” and have a discerning collection of loose stones for clients to see. Our sources in the diamond industry are excellent and will only provide us with the finest diamonds with absolute accuracy. ‘Diamonds are my passion,’ explains Biagio.
A couple recently visited the shop in Bicester, searching for “something” very specific – a piece that could only be handmade. Not unusual apart from the timescale – it seemed quite impossible. ‘We knew we had to pull out all the stops for them,’ he explains. ‘They had become regular customers over the years and I wanted to help them, I knew it meant so much to them. We managed it, and I knew they’d be pleased, I was still surprised by the reaction. They invited the whole shop to their wedding, the lady took me aside at the reception,” You don’t know what you do, you make people’s dreams come true.” It’s reactions like that, that make it all worthwhile.’
Customers come from all over the world to Biagio the Jewellers in Oxfordshire. They have seen a substantial increase of 40 – 50% this year in enquiries for a bespoke design with 25-30% successful commissions. These tend to fall into a 50/50 split, a customer purchasing loose stones for a design or a redesign of a customer’s own piece. “We are busy with repairs and restorative work with a 100% increase over 2 years, competitive pricing and service are the key factors to this success.”
Biagio has just completed the new 60-page catalogue for 2005. A defining illustration of his passion and the ability to raise his game yet again.
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