The first Pandora store exclusively stocking the Danish jewellery brand in West Wales has opened in time for Christmas, with sales exceeding expectations and the store trading 30% above target projections. The shop in Lammas Street, Carmarthen is Welsh jeweller Stephen Hughes’ second Pandora shop in south west Wales. The founder of Stephen Hughes Fine Diamonds in Swansea, he already has a Pandora store in Swansea and is looking to open two more franchises in the UK over the next couple of years. Cooke & Arkwright acted for the private landlord and Stephen Kane & Co acted on behalf of Pandora in the deal.
Eight new people have been employed in Pandora Carmarthen and a member of staff from Swansea has been promoted to the role of assistant manager. The new shop is the ‘gateway’ store for the west of Wales as the franchisor has confirmed that Pandora Carmarthen will be the only stockist in the area. “We had been looking at Carmarthen and watching the development there,” said Mr Hughes. “We measured the passing trade and this location is one of the busiest spots in the town, plus the shop is highly visible to passing traffic. Pandora is a big draw in its own right, so the location and visibility of these premises made it a great option.”
Huw Thomas, Director of Retail at Cooke & Arkwright said, “Our Building Surveying team carried out the initial inspection of the building and advised the landlord so that enabling and repair works could be agreed with the tenant prior to the lease commencing. Our Management department has also been instructed to manage the building on behalf of the landlord. This is a good location for Pandora as it is on the junction of Lammas Street and Dark Gate, and opposite the main entrance into the Merlin’s Walk Shopping Centre. This immediate section of Carmarthen town centre is improving following other recent lettings which we have been involved with nearby, to Caffè Nero and the new Peacocks company.”
Mr Hughes, who is originally from Cardiff, opened Stephen Hughes Fine Diamonds in Swansea in 1996 and bought his first franchise for Pandora Swansea three years ago. The Swansea shop is the fastest growing Pandora outlet in the UK, according to Mr Hughes. It is company practice to target stores with ‘mystery shoppers’ on a regular basis, which has resulted in the shop being ranked 3rd in the world in terms of customer service. “We have a great team of nine staff in Swansea and to achieve third place when there are over 1,000 stores globally is a fantastic accolade,” he said. “I have equally high hopes for the Carmarthen store and trade there since opening has been tremendous.”
Both Pandora shops are stocking new ranges of jewellery as well as the Christmas 2013 lines. Pandora is now adding new collections seven times annually and like-for-like sales reportedly jumped 10% in the UK in its last quarter.