Shopfront

If you still think of jewellers' shops as being the slightlyintimidating places of old, you should pay a visit to F Hinds.

The traditional jewellers in the Merrywalks shopping centre still prides itself on its customer service and is equally proudthat it has moved with the times to make staff more approachable andknowledgeable than ever.

Assistant manager Rhian Perry said: "We're finding that, with therise of the internet and the jewellery shopping channels, peopleknow so much more about what they are buying.

"As a result, we've had to increase our knowledge of our productstoo and now I think people are moving away from these new outletsand coming back to traditional jewellers like us.

"There really is nothing like seeing a piece of jewellery,feeling it and trying it on before buying it. Customers can see howprofessional and knowledgeable we are and they trust us."

That trust is evident in the newest part of F Hinds' business -its gold for cash offers.

Recent years have seen a surge in companies offering money inreturn for unwanted gold but news reports have revealed how manycustomers have been dissatisfied with the service they havereceived.

By taking their jewellery into a respected shop and speaking to avaluer without their items ever leaving their sight, customers feelsafer and know they are being offered a fair deal.

F Hinds opened its first store in Harrow, Middlesex, in 1856 andthere are now 109 across the UK.

The Stroud store opened in 1972 and has since built up a loyalfollowing.

As well as selling the usual diamond rings, wedding bands andother jewellery, F Hinds stocks a large selection of watches aswell as gifts, including collectables such as Willow Tree and Me toYou bears.

As well as their cash for gold or platinum service, it offersvaluations for insurance purposes and carries out repairs of watchesand jewellery.

There is even an ear-piercing service, which always provespopular at school holiday time.

With a total refurbishment in the pipeline to give it a fresh newlook, it's exciting times for the modern, traditional jewellers.