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Discount JewellersClick here to return to About Us IndexChard 24 Carat Home Page

Discount Jewellers

You would expect a discount jeweller to have an enormous sign in Dayglo pink or orange shouting out "Discount Jewellery". We don't do that, even though we sell our jewellery for a lot less than most High Street prices.

Why No Big Sign?
When you look at the shops which do bill themselves as "Discount Jewellers", they do usually have low prices, but the quality of most of their stock is at least as low as their prices. We are not like that. We certainly don't want to look cheap and nasty. In fact, many locals don't even know we are here, or presume that we are expensive and exclusive because we don't display our prices in the window. The fact is that we don't use a traditional type of jeweller's window display. We try to display our goods in an efficient manner, one which avoids several hours work each day to recreate each morning, and then to put away each night. the result is that we can spend our time more productively designing and creating new diamond rings, and in selecting new gold jewellery items.

Discount Everything?
No! There are lots of jewellery products we don't sell. We don't sell watches, except for a very few second-hand ones. We restrict ourselves to a few specialised areas where we believe we can offer something different.

Chard's Specialities

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32 - 36 Harrowside, Blackpool, Lancashire, FY4 1RJ, England.
Telephone (44) - (0) 1253 - 343081 ; Fax 408058; E-mail:
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Chard(1964) Ltd