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Aurum Jewellers in Norwich.

Aurum Jewellers Celebrates 40th Anniversary

This July, contemporary jewellery boutique, Aurum, celebrates its 40th year of trading in Norwich and will be celebrating with offers and promotions throughout June and July and a birthday party on Saturday 1st July.

Owner Jon Maddocks opened his first store with his brother Richard in Timberhill in Norwich on 3 July 1977. The original store specialised in modern silver jewellery, much of it imported from Mexico.

Timberhill in Norwich in 1977.

“At the time we were probably the only shop selling contemporary silver in East Anglia” Jon reminisces, “Jewellery shops were all very traditional in those days mostly selling gold, but we sought out products that were different and not widely available elsewhere.”

The store quickly gained a following with Melanie Woodcock, one of the store’s first customers, describing it as “vibrant, funky and unique”. While local photographer Julia Holland recalls a craze for our colourful titanium earrings amongst her peers. Jon remembers the first Christmas being so busy that his brother had to go out and buy additional structural support, as they were so concerned the floor was going to collapse!

Over the years, the business traded in several locations around the city, before settling at its current location as Aurum on Bedford Street in the Norwich Lanes, in 1997.

In 2000, husband and wife team Jon and Carol doubled the size of the store by knocking through to the ladies fashion store next door. Shortly afterwards daughters Charlie and Claire also joined the team. Aurum has always however stuck with its original ethos of stocking unique, contemporary, high quality jewellery. In the mid noughties, Aurum introduced high end designer ranges such as Marco Bicego and wedding rings and bespoke design have also become an important part of the business.

The maddocks Family outside Aurum.

Asked what has changed over the years Jon said: “funnily enough Mexican silver bangles are still some of our best sellers! Although retail has changed a lot over the years and there is far more competition, we still strive to bring our customers something unusual and the passion and customer service that goes hand in hand with being an independent retailer.  As a destination shop offering something a little different, our location in the Norwich Lanes fits our business model perfectly.”

40th Anniversary Events:

Aurum will be offering 40% off all silver, selected gold and diamonds starting Saturday 3 June. A once in a lifetime sale, never to be repeated!

Join the team in store Saturday 1st July for fizz and canapés to celebrate the anniversary with exclusive product unveilings and in store appearances from top, award winning British fine jewellery designer Andrew Geoghegan. The British designer showcase will continue throughout July.


Aurum Jewellers.

21 Bedford Street, Norwich, NR2 1AR.

Tel: 01603 620741.