Fabulous is a designer jewellery shop in Royal Priors, Leamington Spa and online. It established in 2005 and stocks over 25 collections from established global brands like Nomination and Thomas Sabo.
Fabulous is a designer jewellery shop in Royal Priors, Leamington Spa and online. It established in 2005 and stocks over 25 collections from established global brands like Nomination and Thomas Sabo, to up-and-coming British designers, alongside its own brand Mantra Jewellery, which launched in 2016. It has 10 employees.
We caught up with owner Jo Stroud as part of the #Warksmas campaign.
Why did you set up Fabulous?
I had always loved jewellery, but found the experience of shopping for it dull and unimaginative. I was determined to bring excitement and glamour to the experience of buying jewellery. I created Fabulous to appeal to female customers, more in tune with the way women shop and browse. Our jewellery is presented in a more relaxing and browse-able shopping environment that is far more fashion-led than traditional jewellers.
What do you think keeps your customers coming back?
Firstly, we carry a very wide range, from international brands like Thomas Sabo, to leading British designers like ChloBo and Ania Haie, to up-and-coming names. We are always on the look-out for international brands, often being the first stockist to launch them in the UK. We also host a number of exciting events every year, from garden parties to fashion shows, which our customers love.
What is your best-selling product?
Italian charm brand, Nomination, remains our most popular brand – and has been, almost without exception, for all of our 15 years. It is a wonderfully versatile and fun collection, perfect for all ages, and highly collectable. Our own brand, Mantra Jewellery, is also doing extremely well, both in our Fabulous store and on its own website (www.mantrajewellery.co.uk).
What do you think is your best product, and why?
Of course, I am going to say our own brand, Mantra Jewellery! It is purposeful and meaningful jewellery, designed to inspire and uplift. Each piece represents a specific mantra, intended to make a positive impact on the way that you feel. Mantra won ‘Brand to Watch’ at the UK Jewellery Awards, and we now have thousands of loyal followers for the brand.
What is the most unusual item you stock?
One year Nomination brought out a series of love charms based on the Kama Sutra. Let’s just say – when they arrived in the store, we quickly realised they weren’t suitable for our family audience, so we swiftly sent them back!
Have you had any unusual requests from customers?
I would say the personalisation aspect of our jewellery has been the main thing over the years. Most recently, it has been requests for engravings on our Mantra collection. Some very moving ones, such as illustrations done by a child who had passed away. We will always do our best to fulfil any request, and usually always manage to.
How important is the Christmas period to you?
Christmas is huge for us, and I can’t overestimate the impact that this lockdown is having on our business. November is our second busiest month of the year, with Christmas as a whole accounting for nearly 40% of our sales. While jewellery is a year-round purchase for birthday gifts and self-purchase, it is Christmas gifting when it really comes into its own.
Who would be you ideal (dead or alive) four guests for Christmas lunch and why?
I am sure many people here would roll off the names of famous people they admire or want to meet. But to be honest, my answer is much closer to home. My Mum passed away two years ago, and my Dad three years before that. Christmas with them was always absolutely magical, and I have so many happy memories of laughter - and lots of wine – in their dining room. To be back in my family home, with my parents, my sister, and my husband, for Christmas lunch, would be amazing.
What would be your own personal ultimate Christmas present?
The absolute best Christmas present of all will be a successful roll-out of a Covid vaccine, globally – in order that people can start to put their lives back together. Personally, I would love it if my own Christmas plans are allowed to go ahead – a quiet Christmas in Cornwall with my husband, and a more sociable New Year with my in-laws in Scotland. But I would sacrifice that for us all being able to get out of this crisis swiftly.