In today’s competitive business landscape, too many companies focus solely on securing the sale, viewing the transaction as the end of the customer journey. But smart businesses know that lasting success comes from building strong, enduring relationships with customers — not just from one-time purchases.
One local company that has mastered this is Michael Jones Jeweller, a Northampton institution that has been a cornerstone of the community for over 100 years.
Michael Jones Jeweller offer a powerful lesson for other local businesses: the sale is just the beginning. The business’s secret to thriving for over 100 years? A commitment to exceptional after-sales service and a dedication to maintaining relationships with customers long after they’ve walked out the door. That approach shows how businesses can evolve beyond mere transactions and become trusted partners in their customers’ lives.
A legacy of trust and craftsmanship
Established in Northampton in 1919, Michael Jones Jeweller have built a reputation based on trust, exceptional craftsmanship and genuine customer care.
As a co-operative, the business is owned and operated by their members, allowing them to focus on customer service and community engagement rather than simply chasing profits. This unique structure gives the team a personal stake in every interaction, creating an environment where customer satisfaction is paramount.
After-sales service: a core pillar of success
A key reason behind the company’s longevity is their commitment to after-sales service, particularly through their in-house jewellery and watch workshops, staffed by skilled craftsmen with over 145 years of combined experience. These workshops are not just an afterthought; they are integral to the business model and the overall customer experience. Offering professional services that extend well beyond the initial purchase, Michael Jones Jeweller ensure that every item sold – whether it’s a sparkling engagement ring or a classic timepiece – can be cared for, maintained and cherished for years to come.
Jewellery workshop services
At the heart of Michael Jones Jeweller’s after-sales offering is their dedicated jewellery workshop. The workshop provides a wide range of services, ensuring that each piece of jewellery receives the attention and care it deserves. Some of the key services include:
- Cleaning and polishing: restoring pieces to their original brilliance.
- Repairs: whether it’s a loose setting, a broken clasp, or a damaged chain, the workshop can handle a wide range of jewellery repairs.
- Resizing: providing professional resizing services to rings purchased from Michael Jones Jeweller or from other retailers, ensuring that rings fit comfortably without compromising the design.
- Restorations and remodelling: family heirlooms, antique pieces or outdated designs – Michael Jones Jeweller’s workshop specialises in breathing new life into these cherished items. The expert goldsmiths at Michael Jones Jeweller are experienced in jewellery restoration and remodelling services
Watch workshop services
In addition to their jewellery services, Michael Jones Jeweller are equally dedicated to maintaining the precision and beauty of customers’ timepieces. The in-house watch workshop is staffed by certified watchmakers who understand the intricacies of high-quality watches and provide an array of aftercare services, including:
- Battery replacements: Michael Jones Jeweller’s watch workshop offers fast and reliable battery replacement services, ensuring minimal disruption to customers.
- Strap and bracelet adjustments: whether a customer needs a new strap or an adjustment to an existing bracelet, a well-fitted watch is key to comfort and style.
- Servicing and maintenance: for mechanical watches, regular servicing is crucial to ensure their long-term functionality. Michael Jones Jeweller’s workshop is home to watchmakers trained and certified by some of the top watch houses in the world, so customers can feel confident their timepieces are in expert hands.
Valuation services
Alongside the repair services Michael Jones Jeweller offer, they also provide insurance valuation services, performed by registered valuers, ensuring customers can protect their cherished jewellery and watch pieces. These valuation services help customers obtain accurate, up-to-date appraisals, so their items are fully insured for their true value. While no one likes to imagine such circumstances, it’s always wise to be prepared. Whether it’s something sentimental, like an engagement ring, a valuable timepiece, or an antique heirloom, having a proper valuation ensures peace of mind, knowing that your most precious possessions are fully protected for the future.
Building long-term relationships through service
The exceptional after-sales service provided through their showrooms and workshops is what sets Michael Jones Jeweller apart. By investing in these services, Michael Jones Jeweller have created a model of customer care that builds loyalty and trust. Their customers know that they are not just making a purchase — they are entering into a relationship where they can always return for expert advice, repairs or maintenance. This commitment to aftercare fosters long-term loyalty and ensures that customers return time and time again, not just for new purchases but for the care of their existing treasures.
For businesses looking to follow in Michael Jones Jeweller’s footsteps, consider integrating after-sales services into your model. Whether you’re offering product maintenance, personalised follow- ups, or customer support, the value lies in showing your clients that you are there for them not just when they buy, but for the long haul. The sale may be the beginning, but the relationship will secure your business’s future.
In the case of Michael Jones Jeweller, it’s clear that their century-long success is rooted in the simple but powerful philosophy of putting the customer first — before, during and long after the sale. And that’s a lesson worth its weight in gold.
For information on Michael Jones Jeweller go to www.michaeljonesjeweller.co.uk
