Michael Jones unveils plans to revamp outlets

Michael Jones Jeweller has revealed seven-figure plans to revamp its outlets in Grosvenor Shopping Northampton and Gold Street as part of a project to create a “luxurious” new look for customers.

The independent jeweller, which is run as a co-operative, has had a presence in the town for more than 100 years and will be extending into the former Burton’s unit in the shopping centre – a store it previously occupied back in the 1970s.

Its flagship Gold Street store will be extending into a former hairdresser’s next door, creating a new high-end destination.

The works will coincide with the multi-million-pound redevelopment of the Market Square, with the company confident the works will trigger a bright new era for the town centre.

Branch manager Thomas Sinclair said: “For 100 years, Northampton has been our home and now feels the right time to underline our commitment to the town and invest in our stores to create an unforgettable retail experience for our customers.

“Retail in the 21st century has to be an experience if it is to compete with online sellers. We want our customers to sit down in a lounge area with a glass of champagne while choosing their wedding rings, we want them to select a luxury watch in a room that is suitable for such an occasion – that is something you simply cannot replicate on the internet.”

He added: “The work to revamp the Market Square feels like a once in a generation opportunity to get Northampton back on track. We love the town but it’s fair to say it’s something of a rough diamond right now. We want to play our part in polishing it up and giving it a chance to shine.”