The Guardian Store Wars column focuses on retail jewellers

11 May 2012


 Store Wars jewellery retailers H Samuel Ernest JonesThe Guardian's weekly Store Wars column compares and contrasts two retailers competing in the same sector. This week, it looked at high street retail jewellers, H Samuel and Ernest Jones.

Store Wars reviews two stores and what they are offering customers: from how helpful the staff are, to the best bargains currently on offer. Some weeks, both stores may do a good job, other weeks there will be one that stands out as being much better or worse. 

This week, high street jewellers H Samuel and Ernest Jones went head-to-head. Despite both being part of the Signet Group, The Guardian said it chose them because they "often appear on the same high street, so are competing for custom".

The findings were very interesting, including the opinion of one store that: "I didn't particularly want to linger in this store and it didn't feel a comfortable or inviting place to browse. Despite the array of impressive brands in the window I came out not really knowing what it stands for, and feeling that – even at an early hour with few shoppers on the ground – my custom was not important."

Even more interestingly, the comments left by readers on the story overwhelmingly stated they preferred to visit independent retailers when buying jewellery.

Read the full Store Wars column on Ernest Jones and H Samuel here. What do you think of the reviews? Leave your comments below.
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