Questions answered by Christopher Wharton of Christopher Wharton Goldsmith, St. Albans, Hertfordshire.



How did you get into the business?

Christopher Wharton and his brother Stuart followed their father, a well-known St. Albans watchmaker, into the jewellery trade. Having completed a five-year apprenticeship with John Donald in London, Christopher returned to St. Albans to set-up a manufacturing business whilst Stuart continued with the family retail shop. On Stuart’s retirement six years ago, Christopher and his wife Catherine took over the shop and are relatively new to retailing. Christopher’s son Sam works in the business and will eventually take over.

How many people work in your shop?

We employ 28 in total covering St. Albans and Cambridge and our trade side.

What is the price range of the items in your shop?

We offer a variety of different branded and non-branded items in our Cambridge and St. Albans showrooms. Prices start at £20 in silver and go upwards in value. Our specialty is in engagement and wedding rings, pendants and earrings all designed by Christopher Wharton from £1,500; with special commissions at all price levels.

 

Are you online yet?

We have had an online presence for more than seven years now. As the Internet has evolved, so has our site. The www.wharton.uk.com website is a showcase of the designs from Christopher Wharton for the 'Wharton' brand. On the site, consumers are able to view a potential design that they like and arrange to view it at one of their nearest stockists. The site has primarily been created for the trade side of the business, rather than for direct retail contact.

 What jewellery is selling well at the moment?

Our own diamond, eternity and wedding rings with other brands such as Marco Bicego, Stefan Hafner, Georg Jensen, Links of London and Trollbeads are doing well.

Are customers becoming more educated about the products they buy?

Without doubt the Internet has had a lot to do with this as there is so much information readily available to a very inquisitive and well educated audience.  We find this positive and wholeheartedly welcome the customer knowledge as it helps the customer to understand the quality of our product and it makes it easier for us to sell.

If you started out all over again, what would you do differently?

Not much really.  I enjoy meeting lots of different people in the trade and a little bit of retail mixed in seems a good balance to me!