Chique Jewellery - high tech concept store opens in Lytham

The doors have officially opened to a brand new jewellery concept store in one of Lancashire's best loved towns, symbolising an investment of more than �200,000.

The doors have officially opened to a brand new jewellery concept store in one of Lancashire’s best loved towns, symbolising an investment of more than �200,000.

Chique Jewellery replaces the former Leonard Dews store on Lytham’s high street, with two floors of designer jewellery brands across 1,200 sq ft.

Owner, Michael Hyman, closed the Leonard Dews branch in January after a series of armed raids threatened the safety of staff and shoppers.

Michael said: “Closing the Lytham branch of Leonard Dews was not a decision I took lightly. I’m firmly committed to the town and wanted to come up with a solution that would continue our presence on Lytham’s high street, while bringing a new offering to the discerning Lancashire shopper.”

Since January, an extensive overhaul has been carried out at the premises, which has been restyled to include bespoke displays and state-of-the-art purchasing technology which is run through iPads.

The new concept has been driven by three original Leonard Dews employees, Corrina Miranda 32, Cyndi Heim-Sarac 24 and Anne Preston 35. The team has sourced and selected each of the high fashion jewellery and watch lines and are joined by two new full-time members, Ben Jones 23 and Jenna Szreiber 25.

In addition to popular brands such as Pandora, Links of London and Swarovski, the team has secured high fashion brand Anton Heunis, new watch brand Tendence plus Lola Rose, a royal favourite with followers including Kate Middleton.

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Chique’s costume jewellery ranges include antique-inspired pieces from Butler & Wilson and British designer Alexis Dove, along with statement pieces from celebrity favourite Kenneth Jay Lane whose fans include Lady Gaga, Sarah Jessica Parker and the late Jackie Kennedy.

Contemporary jewellery from the likes of Missoma, famed for its modern designs and intricate detail, and another celebrity favourite, Daisy, including the Chakra Bracelet as worn by Cheryl Cole.

Chique manager, Corrina Miranda said: “Chique is a brand new concept store which offers affordable luxury, with pieces ranging from just �20 to �300. Many of the items have been hand selected from limited lines to ensure that customers are receiving unique pieces to add to their collections.

Assistant manager, Cyndi Heim-Sarac added: “The response so far has been fantastic. We’re already building a diverse client base, with shoppers travelling from as far as Manchester to see some of our lines such as the Butler & Wilson pieces which cannot be purchased outside of London. It’s a real coup for us to be flying the flag for these brands in Lancashire.”

From August, Chique will take the next step in its bid to go global with the launch of its e-commerce site Shoppers will be able to order online and collect in store, ahead of the development of a fully functioning e-commerce site. 

Michael added: “The team has done a fantastic job of bringing the vision to life with the launch of Chique Jewellery.”

Chique officially opened for business in May following a four-week teaser competition which offered passers-by the chance to ‘win the window’. Over 2,000 people entered the competition, which asked people to ‘Like’ the new Chique Jewellery brand page on Facebook, entering their details to be in with the chance of winning a range of jewellery pieces.

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