Personalized care: The bespoke experience
by Tamanna Bhasin | September 16, 2024 11:31 am
By Tamanna Bhasin
Situated in the heart of Toronto’s historic Danforth Village is Edwards & Davies, a cherished family-run jewellery establishment that traces its origin back to 1945—when it initially opened its doors as a watch and radio repair shop. Over the decades, the store has evolved into a paragon of elegance and sophistication, specializing in bespoke jewellery creations that capture their clients’ desires.
For store owner and third-generation jeweller Adam Ollerenshaw, Edwards & Davies is more than just a business—it was his childhood playground, where he spent his days watching his family interact with customers, absorbing the intricacies of craftsmanship, and honing his skills until the work became second nature. Today, every facet of the store reflects not just his expertise, but also memories of a lifetime spent amidst the glimmer of gemstones and the warmth of familial bonds.
Legacy in transition
Ollerenshaw’s legacy within the establishment is rooted to the moment his grandfather, Gordon Edwards Sr., only 16-years-old at the time, strode into Llewellynn Davies’ watch repair store and asked for space to advertise his radio repair services. Gordon’s bold request sparked a remarkable 60-year partnership, one that saw the store changing hands to Gordon’s son and eventually his grandson.
Over time, the store’s watch repair services slowly transitioned to include jewellery work. As Ollerenshaw explains, “So much about watches being an accessory was: “I also have this jewellery. Can you repair that as well?” It just naturally made its way into the business and became a staple. We still do watch repairs, but obviously the focus is the jewellery, custom jewellery, bridal, and more. We do all, everything from basic repairs, soldering, chains, ring sizing, etc”
A customer-first model
As a destination store, Edward & Davies’ ethos revolves around an unwavering commitment to exceptional customer service. For the small business, there is no one-size-fits-all solution. Instead, each interaction is personalized, tailored to the unique needs and preferences of the individual customer.
Eschewing rigid protocols in favour of a personalized approach, Adam and his team take care to bring the client into the jewellery-making process. “The nice thing about being a small business like this is that there are no set standards for what we do. We treat each situation differently and adjust and alter different ways of helping people according to the individual experience,” Ollerenshaw says. “So, if someone has a question or concern with this piece, we can just say to ourselves, “Okay, how can we take care of this person,” and approach it in kind.”
In understanding that trust is earned through sincerity, staff strive to impart knowledge to their customers, “We want to educate customers as well. I think that our passion brushes off on them.”
Prioritizing in-person interactions
With a humble online presence and minimal advertising, the store’s focus remains rooted in its position as a community establishment. Ollerenshaw explains, “We advertise locally on Facebook here and there, but for the most part, we don’t do radio or newspaper advertising.”
In an era of digital noise, Edward & Davies’ limited use of social media and e-commerce seems to be part of its charm. “A lot of times people come in and say to us, “I love the website, I love how everything is just very grassroots.” We’re not the place where people come in and say, “I noticed you have 40,000 Instagram followers.” There’s nothing like that, it’s just kind of a natural, organic, incline.”
In lieu of advertisements, the retailer relies primarily on word-of-mouth promotion. Ollerenshaw says, “It’s worked really well. We’ve been in the same location for almost 80 years and it does tend to eventually spread itself out quite wide, so we have customers all over. We get a lot of people coming in from as far as Peterborough, Ont., or all the way from St. Catharines.”
Bespoke charm
Beyond what is available in the display counter, Edwards & Davies specializes in crafting bespoke jewellery, providing a tailored experience that meets each customer’s unique needs. With a keen eye for quality, the store meticulously oversees every repair and custom design. “I feel like our quality control is what sets this apart. We’re really stringent on making sure that pieces are finished properly, repaired properly, and they look great when they are completed.” Ollerenshaw says.
Edwards & Davies is dedicated to delivering personalized service and exceptional craftsmanship, appealing to customers interested in bespoke jewellery pieces. “Nowadays, a lot of our customers come in, phone-in-hand, and show us what they want. In response, I say, Hey, great. We’ll start with the centre diamond and build that ring around it.” So, once we educate the customer and begin the whole process, it comes down to working on the design, making a computer rendering through CAD, and creating a wax model for the customer to physically examine. We give them the whole package and really just tailor it that way.”
With each creation, Edwards & Davies becomes a part of cherished milestones, fostering a connection that transcends the transactional. At the heart of the store, and Ollerenshaw’s own interest in the industry, lies a shared passion for jewellery, a commitment to excellence, and genuine delight in witnessing customers’ reactions to their creations—a sentiment that resonates throughout every facet of the store’s legacy. “What we’re selling here is always something that brings happiness to people. At the end of the day, there are obviously challenges, but, when everything is finished, you are a part of someone’s engagement, someone’s wedding, or someone’s special occasion. These are milestones and they’re always a positive thing,” explains Ollerenshaw.
Source URL: https://www.jewellerybusiness.com/retailer-profiles/personalized-care-the-bespoke-experience/