Jew­els for char­ity

James re­veals an ex­cit­ing new project which will help raise funds for the air am­bu­lance

Norfolk - - VALUATIONS - eeea.org.uk juel­slim­ited.co.uk juel­[email protected] 01603 666373 James Hawkins Juels’ Ltd, Nor­wich

Juels’ Lim­ited has been trad­ing for many years with Birm­ing­ham’s Jew­ellery Quar­ter, build­ing up re­la­tion­ships and forg­ing trade links. One such friend­ship has brought about a unique op­por­tu­nity for a lo­cal char­ity.

Neil Grant is the di­rec­tor of Cres­cent Sil­ver, one of the coun­try’s lead­ing sil­ver man­u­fac­tur­ers. Mr Grant has over 30 years’ ex­pe­ri­ence in the trade. The com­pany pro­duces de­signs us­ing cast­ings and stamp­ing meth­ods. Their her­itage ma­chines played an in­te­gral role in the in­dus­trial revo­lu­tion dur­ing the late 18th and 19th cen­turies.

They con­tinue work­ing in tra­di­tional manufactur­ing tech­niques and meth­ods as well as the lat­est laser tech­nol­ogy. The com­pany uses a range of meth­ods to cre­ate stamped ob­jects and com­plex de­signs from signet rings to but­tons, badges, gun stock plates and watch di­als.

So I did not hes­i­tate to seek the ex­pert ad­vice of Mr Grant who pro­duces jew­ellery and be­spoke items for the royal fam­ily and as­so­ci­ated es­tates, lead­ing car man­u­fac­tur­ers, global com­pa­nies and large cor­po­ra­tions in the sport­ing and fash­ion in­dustries. Mr Grant in­tro­duced me to the con­cept of pro­duc­ing some jew­ellery ex­clu­sively for the East Anglia Air Am­bu­lance (EAAA).

The be­spoke jew­ellery col­lec­tion had to be in­stantly recog­nis­able for the EAAA and in­cor­po­rate and rep­re­sent the char­ity brand. The ro­tor blade logo was cho­sen as the de­sign, with enam­elling to add a splash of colour and ap­peal to the de­sign.

We have re­cently had sev­eral meet­ings with the EAAA head of di­rect mar­ket­ing and sup­port in­sight, Carolyn Caus­ton. Fol­low­ing sev­eral of th­ese lengthy brain-storm­ing ses­sions, we em­barked on pro­duc­ing sev­eral jew­ellery op­tions to ap­peal to all age groups.

We took our ideas to Cres­cent Sil­ver. Mr Grant and the team quickly gave us sound ad­vice and started us off in the manufactur­ing process.

The ini­tial die cast was in a base metal; this die then had to be ap­proved prior to go­ing through the hard­en­ing process to al­low pro­duc­tion to com­mence. We have now em­barked on the pro­duc­tion of the new jew­ellery range com­pris­ing of neck­laces, lapel pins and badges with cuff­links and favours that can be used as wedding gifts, charms or for a mul­ti­tude of uses. The de­signs are all fully hall­marked from the Birm­ing­ham As­say of­fice and are on sale via the EAAA on­line shop and through their web­page.

Juels’ Lim­ited has been fund rais­ing for and pro­mot­ing the EAAA for some time and we hope to con­tinue to as­sist this wor­thi­est of char­i­ties how­ever we can.

ABOVE:Cres­cent Sil­ver’s works

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