Seal of Approval for My Gold Memories Launch at Entrepreneurs Circle’s National Event

BASINGSTOKE, U.K. - Aug. 12, 2014 - PRLog -- Mitch Lloyd, Chief Designer and Award Winning Business Owner of Petra Jewellery announced the official launch live on stage to over 1000 entrepreneurs and a host of leading figures in business.

The brand new service is all about ‘new beginnings.’ Customers send in their old gold and have it transformed into something uniquely new. For people who have old jewellery they no longer wear but may be sentimentally attached to, the concept is ideal. The process is a flexible and simple one. Customers send in their old jewellery using a registered postal service, the unpacking and careful sorting is filmed, the new items are designed and the stunning new pieces are created. Through My Gold Memories, customers have the choice of designing and creating a totally unique piece or choosing from an extensive portfolio of designs, with ideas and suggestions from the expert team along the way. Each piece is solid gold so will last for generations.

The service has been available locally through Petra Jewellery for 35 years and My Gold Memories now makes it accessible to the entire country.

According to Mitch, it was crucial to make a dramatic impact with the launch. “This has been a huge project for Petra and I wanted to announce it in style. I decided to reveal the service live on stage at a particularly significant conference where I knew I’d have a captive audience.”

The theme of the Entrepreneurs Circle National Business Event was ‘Made in Britain’ and attracted over 1000 of the UK’s brightest business minds. The event in Bolton was also attended by a number of influential guest speakers including Gerald Ratner, former Chief Executive of the major British jewellery company, Ratners Group and now a businessman and motivational speaker.

Mitch comments, “The contrast between our jewellery businesses is a fascinating one. We’re a small, family run shop and Ratners was once the largest jewellery chain the UK. But the most significant difference is the quality of our products.”

Petra’s loyal customers trust and value the brand that never compromises on the quality of materials and craftsmanship. This commitment to quality had been the reason behind the consistent growth and success throughout 35 years in business. Comparing the two brands on-stage at the event was a shrewd part of the plan.

After building a highly successful chain of jewellery stores in the 1980s, Ratner achieved notoriety when he publicly belittled his own products. One of his blunders included, "We even sell a pair of gold earrings for under £1, which is cheaper than a prawn sandwich from Marks & Spencer. But I have to say that the sandwich will probably last longer than the earrings." The infamous comments resulted in the near collapse of the business. Following an unsuccessful attempt to become a jewellery consultant in France during the mid-1990s, Ratner now runs the online jewellery business, Gerald Online, along with a number of other interests.

Mitch adds, “Ratner was brilliant on-stage, really self-deprecating and his book is inspiring; a ruthless business man with a great sense of humour. He now has a large online jewellery store and his motivational speeches are full of genuine real-life stories.”

“The whole experience was unforgettable. The comments I received about our new service were so encouraging and we’re off to a fantastic start!”

For customers using the service before the 1st of September, Petra is offering free hallmarking and engraving worth £80. For more information email info@petrajewellery.com or call 01256 355945.

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About Petra Jewellery

Petra Jewellery is an independent family jewellers based at Viables Craft Centre in Basingstoke. In February 2007, Mitch Lloyd took over the running of the business from her mother, Petra who continues to maintain regular involvement. Petra Jewellery boasts 35 years experience in all aspects of jewellery making, ranging from simple jewellery repairs to high-end bespoke commission work. As well as offering customers a comprehensive range of jewellery services, they also sell their own designs and have collections from other inspiring designers. Petra has now introduced My Gold Memories, a nationwide service for sending in old gold to be made into something new.