Penguins seem to be something of a theme this winter – thanks in no small part to Monty of the John Lewis ad fame – and now a historic city jeweller is cashing in.
Deakin & Francis, which lays claim to being the oldest surviving jewellery manufacturer in England, has created penguin cufflinks as part of its new collection.
The Jewellery Quarter business, which supplies designer names like Tiffany, Ralph Lauren and Asprey, is run by brothers James and Henry Deakin.
They are the seventh generation of the family at the helm of a company which was founded in 1786, in the same Regent Place building where it is still based.
The firm employs 14 people and turns over around £2.6 million a year.
James, who is also the jewellery design, creation and manufacturing business’ chief designer, said: “Everyone loves a penguin and for a long time we have sold them in some form.
“We did a relatively flat model of a penguin, which seemed ideal for when people go off to ‘penguin’ dinners.
“We did a 3D model which Harrods sold a lot of and last year delivered a flat and happy penguin.”
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Some of the designs even feature a belly-buttoned penguin, which, bizarre as it might sound, is ‘biologically accurate’.
“If you thought you knew all about penguins, then think again,” said James.
Henry added: “There are 18 different species of penguin from the Adélie to the Humboldt penguin – including one that curiously has a belly button.
“We chose six for our new seasonal range which also includes dress studs, pins and pendants.”
The new penguin line forms part of a drive by Deakin & Francis to expand globally with the help of backing from Birmingham City Council’s Enterprise Catalyst Business Support Initiative.
The firm has received a £11,600 grant, part-funded by the European Regional Development Fund, which is covering 50 per cent of the investment required for business support and marketing including brand development, showcasing at key exhibitions and growing the overseas retail base.
It has also seen the creation of two new jobs and, if the firm manages to grow, it will boost other companies based in the Jewellery Quarter which it works with.
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Henry said: “Being based in the heart of the Jewellery Quarter, we generate work for several local businesses including The Assay Office and heritage craftspeople such as model-makers, enamellers and stone-setters. We are delighted that the grant will help us to continue this work.”
James said: “We are England’s oldest family jewellers and have been in this building since 1786.
“We predominantly make everything in this building and sell all over the world. I design everything and we produce a handmade product that lasts. Manufacturing has always fascinated me, I love design.
“Ultimately we are supplying the nicest shops around the world. I could make my product a little bit cheaper but my customers expect really top service and top quality.
“Everything is made bespoke and we can make pretty much anything in precious metals.”
The company’s creations are also out of the ordinary and transcend what might be perceived as conventional jewellery nor accessories.
“We get some pretty odd requests,” said James.
“From photos to a model of someone’s car with diamond headlights. We can also do moving models – the possibilities are endless.
“We like a challenge and see it as a good thing when people call in with requests that are out of the ordinary.”
He added: “Really, we’re making boys’ toys to a super-standard.
“We’ve done cufflinks that featured a working model of an engine with firing pistons. The detail we are going into with these cufflinks is immense.
“Everything is laser-engraved and hallmarked, we only use precious metals and quality control is severe.”
Although the firm already has some well-established export markets – Japan, Hong Kong, the USA, Russia, France and South America – James has high hopes the Enterprise Catalyst support will help this grow further.
“We are very lucky to be able to say we are England’s oldest manufacturing jeweller and England’s seventh oldest family business,” he said.
“We are English, a family business, selling a quality product, which is everything people want to hear.”
The Business Booster Fund is a small business development grant of up to £24,999 for general business and £50,000 for social enterprises and is available through Birmingham City Council’s Enterprise Catalyst Business Support Initiative.