A FAMILY-RUN jewellers that has served customers in the town centre for the last 50 years is struggling to stay open.

The team at Iles Jewellers on Market Street had planned special celebrations for its half-centenary anniversary in April but had to scrap them when the pandemic arrived.

Staff saw sales plummet and trade dwindle as the business faced its toughest year in five decades. Amy Liffen serves customers while her father and shop manager Mark Vaughan is the head jeweller.

The Adver spoke to her as part of its ongoing campaign encouraging people to shop locally and support small businesses this Christmas.

She said: "It's been so tough and a really scary time. We want to be here for the next 50 years but who knows what will happen?

"People used to come into town just to see us but when the first lockdown happened, we saw a big decrease in sales and repairs.

"Dad's not as run off his feet as he was before. Staff were working part-time three days a week in-between the lockdowns because there was hardly any work for us to do and Dad did not want to lay anyone off.

"We spent two years planning the anniversary party and I'd ordered 150 cakes for it, which my children and I ended up eating because we had to cancel what would have been a big event over the May bank holiday.

"Lockdown has hit us all hard because the team is like family and we want to do all that we can to keep the shop open."

The Iles family opened the jewellers in 1970 and Mr Vaughan worked there as an apprentice before taking it over four years later. He has overseen its management ever since.

Many businesses have relied on bolstering their online presence to stay afloat during the pandemic by building websites or spreading the word on social media.

But Iles focuses on face-to-face sales and customer service so the web had not been a priority pre-lockdown, though the shop does now have a Facebook page.

Amy added: "When people buy clocks and watches, we have to talk them through how to wind and maintain them, otherwise something might go wrong.

"So we can't do click-and-collect where we just say 'here's your items, off you go'."

"They are treasured possessions so they need care and attention, and we are very hands-on. People come to us because it's personalised and everything is done in-house.

"We want people to know we are still here and still taking repairs, and hopefully when this lockdown is lifted we can still be there and do sales and ring measurements ready for Christmas."

Call Iles Jewellers on 01793 525948 or visit www.facebook.com/ilesjeweller

THIS is part of the Adver’s latest We’re Backing Business campaign to support small independents around town this Christmas.

The second lockdown has forced shops to close during what is usually their busiest time of the year and lose out on weeks of vital trade.

Promoting these companies’ online delivery or takeaway options will hopefully help them to survive through to the end of the year.

We are keen to shout about long-standing mainstays or newly-formed small businesses, whether they’re set up in hubs like the town centre and Old Town, nestled around Swindon’s outskirts or based entirely from a home office.

The campaign will highlight different local employers in the Adver every Monday, Wednesday and Saturday for the next month – or longer, if England’s lockdown is extended beyond December 2.

If you would like to be featured in this campaign, please email daniel.angelini@newsquest.co.uk or call 01793 501734.