The sign Dunwell Jewellers above the door on Strand Street may be new, but proprietor Neil Dunwell is by no means unknown to the jewellery-buying population of the Isle of Man, having already spent more than 18 years managing jewellery stores on the same street.

Renowned for his friendly demeanour and uncanny ability to match a piece of jewellery with an appreciative client, Neil has enjoyed spending the past few weeks showing customers, old and new, around his new store’s glittering displays.

Designed to his own specifications, it is a beautifully calm and twinkling space full of high-quality brands and gorgeous diamond jewellery. His aim, he says, was to bring a Bond Street shopping experience to the Isle of Man and put a focus on quality rather than quantity.

’One of the biggest lessons I have learned in all my years in the jewellery business is that people are attracted to quality,’ he says. ’Whether they have £100 to spend or £100,000, people want to own something that is well-designed and made from the best materials.’

When the opportunity to open his own store arose, Neil was in no doubt that customers were looking for the cachet of top brands and the shop is a treasure trove of world-famous names.

These include exquisite Messika diamonds, stunning pearls from luxury leading boutique Yoko London and Brown and Newirth bridal wear. The watch section alone contains timepieces from Bremont, Raymond Weil, Oris, Rado, Hamilton and Tissot.

Add in stunning, sleek, sophisticated silverware from Georg Jensen, hand-crafted Sinclair Harding clocks and exclusive Waldmann pens and it’s clear that Neil has set his sights high. It’s an approach that has been welcomed by his clientele.

Reaction to the new store has been "very encouraging" he says. ’any customers have commented that, while they are not exactly surprised I have selected high quality items, they have been pleasantly surprised at the range we have to offer. They seem relieved to know they can purchase some of the world’s best jewellery here on the Isle of Man.

’We had one client who came in to see if we did repairs and she was so taken with our jewellery, she left with two unusually designed diamond dress rings! In an age when everyone can buy inexpensive costume jewellery, it’s clear there is still a demand for quality items - and it’s great to see more women buying for themselves and making their own choices."

While Neil has deliberately launched Dunwell Jewellers in the traditionally quiet period between summer holidays and Christmas, the store opening has coincided nicely with other changes in the local high street, he adds. ’With the development of the Strand Shopping Centre and the arrival of new clothing and sports ranges, shopping in Douglas has taken a bit of an upward turn,’ he says. ’It’s a bit more of an exciting place to go and we’re looking forward to the build up to the festive season.’

Having recently returned from one of the world’s largest jewellery trade fairs, the International Jewellery London exhibition at Olympia, Neil has also had the opportunity to showcase the store to a number of other exclusive jewellery makers. ’The feedback was very positive,’ he says, ’and there was a lot of interest from other niche brands now that they can see what we are doing on the island. I’m expecting to have some other exclusive names in store early next year.’

trends

Trade fairs such as the IJL and the prestigious Baselworld in Switzerland, which draws exhibitors and visitors from all around the globe, are a great place for Neil to catch up with new trends and also to indulge in his favourite pastime of picking individual pieces for particular customers.

’I never go with a set idea that I have to buy certain things but if I see an outstanding piece that I know will just perfectly suit one of my customers, I will buy it there and then.

’I really enjoy providing that personal, individual kind of service and my clients are usually delighted when they see what I have found.’

It’s this dedication and the clear enjoyment that it brings to both Neil and his clients that drives him on.

At the age of 61, he has opened Dunwell Jewellers when many of his contemporaries are beginning to think about retirement, something Neil has no plans to consider soon. ’I love working,’ he says. ’I love meeting and talking to people. I had 10 months off while I was working on the new store and that was long enough. I’m planning to work well into my 70s and I’m looking forward to it! Opening a store has always been an aspiration for me and these first few weeks of trading have given me great confidence for the future. Jewellery is always a very emotional purchase for customers who can spend a long time looking for the "right" piece for themselves or for a gift. It’s a fantastic feeling to help someone find that special item.

’I wouldn’t swap it for any other career.’