A POPULAR jewellery shop in Bridgwater’s town centre has undergone a major refresh in attempt to attract a younger audience to the high street.

H.Samuel, on Fore Street, last had a total refresh almost 20 years ago in 2005, and its latest makeover includes some exciting new features.

The Bridgwater branch of the historic jewellery chain boasts new exterior signage, as well as fresh display units, and the addition of music to the store.

Ear piercing can now also be done in-store, something which the shop’s manager Paul hopes will ‘encourage generational purchases’, as he looks to attract the next era of customers in alignment with the business’s 150-plus year history.Bridgwater Mercury: H.Samuel Bridgwater's new ear piercing station.H.Samuel Bridgwater's new ear piercing station. (Image: NQ Staff)

The standout new feature at H.Samuel however is the design bar, which allows customers to create absolutely any piece of jewellery that they could possibly imagine.

The options are almost limitless, as countless variations of every type of jewellery, metal, stone, and more are available to choose from.

Customers can speak with an experienced member of staff who will take them through the endless possibilities on the computer at the in-store counter, with the final design being sent to a central team for creation.

Sasha, who works as a supervisor in the store, explained how the design bar can be used to tastefully recreate older jewellery.

One woman recently came into the shop with a particularly unique idea for a family heirloom.Bridgwater Mercury: A 3D printed model of a ring design created at the shop's new design bar.A 3D printed model of a ring design created at the shop's new design bar. (Image: NQ Staff)

“She had an old Victorian ring with the stones taken out and made into a pendant and earrings,” Sasha said.

“You can change everything – we’ve had people who are really interested.”

Paul added: “These days people want something a bit more unique and personal.”

Those interested in designing their own piece of jewellery can even opt to have a computer assisted render of their piece, as well as a 3D printed model in order to see it in person.

It’s even possible to have a completely bespoke design made-up from a drawing or picture.

Paul explained that since the renovations to the branch, he has noticed more customers visiting H.Samuel in-person rather than shopping online, particularly the younger generation which he hopes to further attract to the shop.

One particular demographic which Paul feels the new-look shop is suited for is those in the market for an engagement ring, and encourages those looking to get married to come in and talk about their ideas.

“We’re a small team and we work really hard to give local service to our local customers,” he said.

Ben Harris, who grew up in Westonzoyland, near Bridgwater, and now works as a director of Signet Jewelers, the company that owns and operates H.Samuel, commended the team at the Bridgwater branch, and explained why the town is the perfect location for the upgraded shop.

"We're really excited to be able to bring our new H Samuel store design and presentation to Bridgwater,” he said.

“To date we've focused on updating our stores in cities and larger shopping centres, but with nearly 200 H Samuel stores across the country we have to look beyond them; Paul and the Bridgwater team are fantastic ambassadors of our brand - therefore Bridgwater was a great candidate for us to try our new look on the "High Street". 

“Personally, as someone who grew up in and around Bridgwater - and got his first watch from the H Samuel around 30 years ago, it's absolutely brilliant to be able to come back and see our store looking so bright and bold on Fore Street.

“I'm really hopeful people respond to the revamp and find reasons to visit, whether that be the new design service, the opportunity to get your ears pierced with a trusted brand like H Samuel - or just to see if the team are able to keep the brand new carpet clean amidst all the bad weather!

“We're firm believers in the High Street as the centre of a community, and a jeweller as part of the centre of the high street.

“H. Samuel has been around for over 150 years since being set up by Harriet Samuel, and with a bit of luck and support we can be a part of communities like Bridgwater for a lot longer.”