Beaverbrooks has embraced the latest government announcement that requires all customers to wear face masks in jewellers from 24 July.
While the requirement for shoppers in Wales and Northern Ireland is kept under review, the jewellers said the move was a “really positive step”.
The requirement was announced the week after many Jewellers in Scotland re-opened on 10th July with the need to wear face coverings already in place, in line with major European nations like Spain, Italy and Germany.
Anna Blackburn, managing director of Beaverbrooks, said: “I believe making face coverings mandatory in shops is a really positive step.
“As well as promoting safety, it will give consumers more confidence to return to their local jewellers, which is important for making considered purchases of sentimental items such as jewellery and watches, which we know customers want to see and try on in person.”
She added: “As per the guidelines in Scotland, customers in our Scottish stores wear face coverings, and we’ve traded well since opening which gives us confidence for the same measures being implemented in our English stores.
“I therefore hope that mandatory face coverings will result in jewellery retailers welcoming more customers through their doors.”
It comes after the National Association of Jewellers has reissued it’s StoreSafe guidance , incorporating the mandatory face covering requirement from 24 July in England.
Regional legislation is also introduced to the guidance, while the suspension of ear-piercing services has been removed following updated guidance which came into force on Monday.