Brooks Jewellers, a long-established business in New Ross, County Wexford, will close its giftware department in mid-April 2024 as part of a strategic shift back to its core jewellery offering.
The decision reflects changes in consumer shopping habits and broader market trends.
Responding to Shifting Consumer Demand
Founded in 1928 by John Brooks, Brooks Jewellers expanded over the years to include a giftware department selling homeware such as crystal, ornaments, and furniture. However, owner Mary Flood has decided to close this section of the business due to declining demand.
Mary’s daughter, Rachel Flood, who represents the fourth generation of the family business, explained that fewer young people are purchasing homes, reducing the need for homeware and gifts. She also pointed to increased competition from large retailers such as IKEA and JYSK and the growing shift towards online shopping.
“The housing crisis has had a big impact on homeware, because the first thing is, young people are not buying houses, so they’ve no houses to fill with homewares,” Rachel said. “Then you have the arrival of IKEA, JYSK, and all these larger stores, which are great and people have moved towards practicality, but people do not buy ornaments in the way that they used to. Nowadays when people buy things for their homes, they normally have a function and people tend to focus more on spending money on practical items for their homes.”
“I can’t remember the last time someone came in specifically for a housewarming present, compared to the earlier days of when we first opened the giftware shop, and it was often every day we’d sell gifts for a housewarming,” she added.
Investment in Jewellery Services
With the closure of the giftware department, Brooks Jewellers is expanding its jewellery services. Rachel is currently studying gemmology and aims to introduce a valuation service for insurance purposes.
“We’re expanding the jewellery services and trying to specialise more with the gemology knowledge because along with being a gemstone expert, I’m also an expert in buying gems as well and a diamond grader, which is part of the gemology degree, so, I know my diamonds,” she said.
“But, it also means that if a customer comes into the shop and has a question about any of our diamonds, I can answer it, and that knowledge and to have those expertise is important because jewellery is a trust business.”
“People trust you when they’re buying their jewellery from you, and that trust is hard-earned,” Rachel said.
The company will continue to provide personalised engraving, jewellery and watch repairs, watch battery and strap fittings, pearl restringing, and an outsourced valuation service.
Maintaining a Longstanding Local Presence
Mary Flood reflected on her years in the business, highlighting the importance of customer relationships.
“This business means so much to me,” she said. “While I started working here when I was 18 or 19 years of age, from day one, I didn’t know much about jewellery at all, but I came from a business background as my own father had a business which I worked in prior to Brooks. But when I moved in here, it was a little daunting at first. I was out at the counter, I started selling jewellery, and I found I really enjoyed it, and I did quite a few courses to help me understand what it was all about, which quickly turned into me beginning to love it, then I got to love the business and the satisfaction of selling something that somebody loved and treasured.”
Mary also noted the sentimental value attached to many pieces sold by Brooks Jewellers. “And it’s lovely to hear, when somebody revisits the shop years later, that they still have that cherished piece of jewellery,” she said.
Rachel, who has worked in Dublin, Stockholm, and Paris before returning to New Ross, aims to develop Brooks Jewellers’ services while maintaining its established reputation.
“Honestly, the community we have in New Ross is something we’re very grateful for as we’ve had so much support from those around us, and people are coming from outside of Ross to shop here because we have a different offering. We’re not the same as every other town, we have a uniqueness to us,” Mary added.
Rachel also emphasised the business’s close relationship with its customers. “Business owners in this town know their customers and often make their decisions in what they have on offer in their stores with those loyal customers in mind, sometimes ordering items specifically for those customers who appreciate the value of the service.”
As the business moves forward, Mary and Rachel confirmed that all staff will remain in place, and Brooks Jewellers will continue to serve its customers with a focus on its core jewellery services.
