A jeweller in Wha¯nga¯rei’s crown
LINK Business Broker Ray Gilroy says Fishers Jewellers is a profitable purveyor of fine jewellery, which has been part of the fabric of Northland as long as anyone can remember.
Operating from premises at 6 Cameron St, Wha¯nga¯rei, the business is now on the market for sale.
Gilroy says he has known the present owners for many years.
“Fishers is a friendly, sophisticated and customer focused store. There is a range of stock from finest watches and jewellery through to a range of well-priced gifts.”
He says the company provides old school service from its long-serving sales team, many of whom have been at Fishers for years. The three qualified jewellers have been associated with Fishers for a long time: one has completed 42 years’ service.
Fishers has a savvy multi-media marketing presence spanning online, radio, newspapers and social media which links this progressive company to a huge customer base generating over $1.8 million in annual sales.
“Fishers have a 10-year lease for the premises, running through to 2025 at a very favourable rental.”
Fishers has operated in Whangarei since 1924.
“There is a story that the original owner Arthur Fisher many years ago sold engagement and wedding rings to a young couple, telling them that if they celebrated a golden wedding he’d give them a special prize.
“This couple returned to the store recently and, sure enough, the present owners Neville and Mary Walker were delighted to make good on the promise.
“Neville is a qualified jeweller and gem buyer who remains passionate about this business, but feels it’s time to pass it on to a new owner,” says Gilroy. “The business sells jewellery designed and manufactured by in house jewellers, creating the Fishers signature range of bespoke custom jewellery, engagement, wedding and diamond rings.
“They also sell international brands such as Pandora, Swarovski, Thomas Sabo, Karen Walker, Kagi, and watches including Seiko, Lorus, Daniel Wellington and Olivia Burton.”
The business operates three different business units — retail, wholesale and manufacturing. Each has sales and profitability targets, independently managed by experienced staff reporting directly to management.
Fishers has three highly experienced jewellers in house, as well as an on-site stone setter. This team provides advice on the technicalities of bespoke jewellery design.
Because the jewellers work alongside the retail team, there is an added value to clients when they have their jewellery repaired and professionally cleaned all in house.
“Customers’ precious jewellery is not ‘sent away’ to be repaired. The manufacturing business unit is responsible for the workshop jobs including all quotes, handmakes, repairs and valuations.”
Gilroy says the company has a comprehensive marketing plan which is results focused. There is a full complement of marketing solutions including radio advertising with both NZME and Radioworks stations. The radio advertising is targeted at different demographics with different adverts to reach each demographic.
The business has invested in a new e-commerce website where customers can buy on line, with 2,000+ items offered and growing weekly.
The website marketing programme includes Google AdWords campaigns and Search Engine Optimisation (SEO) which is externally managed by SEO professionals. Included in the marketing plan is advertising both in store and internetbased and a social media marketing programme.
The business IT system includes, POS, invoicing, customer database, stock entry, stock valuation, suppliers, auto ordering facility and payroll system. It also allows accurate reports on all aspects on sales and profitability.
There is comprehensive documentation for the business including a Business Plan, Marketing Plan, Pricing guidelines, GP margins, Operational manuals, Health and Safety, Management Reporting and up to date employment contracts.
The financial management of the business is well defined and operates on a set of business rules developed over many years, says Gilroy.
“This includes interaction and oversight on all purchases, cashflow management, reporting, budgeting, stock movement and profitability.
“Supporting the financial process is an external accountant who has worked with the business for many years and is very familiar with the financial operation and performance of the business.”