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Jeweller Azendi aims for openings close to prime

Leeds-based jeweller Azendi is looking to open additional stores that are close to prime, in response to the performance of a trial at Reading's Oracle centre in Berkshire.

Azendi's store at The Oracle is costing four times its original, more secondary units at York, Harrogate and Headingley in Yorkshire, which rent for about£30,000 a year.

The jeweller believes the high proportion of repeat business it attracts will enable it to trade from locations that are only 80 per cent prime.

Culverwell Property Consultants associate James Godfrey said: 'Azendi has realised it doesn't have to have 100 per cent prime stores.' Edinburgh-based Culverwell and chartered surveyor Dresler Smith in Leeds have been retained to find Azendi's stores.

Azendi managing director Ian Jones, who founded the retailer in 1989, said: 'We plan to open three or four more stores next year, based on where we can get a good deal.'

Azendi's most recent store is at The Walk, Edinburgh's hard-to-let luxury offer, where rents have been held below nearby trendy George Street. The chain has taken a 15-year FRI lease, subject to five-yearly upward-only reviews, on the 1,060 sq ft (100 sq m) two-level unit at The Walk at a base rent…

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Azendi is an award-winning shop in Low Petergate, best known for its contemporary sterling silver designs

It is run by an expert team of five, who help customers find “that one piece of jewellery that makes them feel special”.

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Director Lynsey Cooke explained: “We’re known for the local inspiration behind our collections – like our Heart of Yorkshire range – which carries a narrative that resonates deeply with our customers."

“Entering our store should feel like opening a beautifully wrapped gift; inviting, inspiring, and personal" (Image: Azendi)

She added: “We believe that high-quality, sterling silver shouldn’t be reserved for special occasions.

“Entering our store should feel like opening a beautifully wrapped gift; inviting, inspiring, and personal.

“We want our customers to feel comfortable to try things on, find what works for them, and leave feeling uplifted.”

The shop in Low Petergate underwent a full refit in 2023 (Image: Azendi)

Azendi is renowned for its unique necklaces, bracelets, bangles, rings and earrings set in sterling silver, gold and vermeil.

Lynsey said the store – which first opened in York in June 2016 – is hoping to add to its space with a new display for its Heart of Yorkshire…