One of Nottingham's oldest jewellers opens a second shop

This post first appeared on Nottingham Post. Read the original article.

Having served everyone from Brian Clough to Les Dennis in four decades of business, the family behind Michael Levin Jewellers have now opened a second shop.

The Price family has taken over the unit occupied by Hallams Fine Jewellery until its closure at the end of last year, located at the corner of Upper Parliament Street and King’s Walk.

It opened last week under the new name of Levins Fine Jewellery, with a more modern décor compared to the traditional feel of the original Pelham Street shop, which celebrated its 40 birthday under their ownership last year.

Business owner Grenville Price, 70, said: “We were always looking for a second shop and the opportunity came up for this place, where we could see its potential.

Levins Fine Jewellers, in Upper Parliament Street

“We wanted an art deco feel to it – everything from the chandelier to the tables reflects that – and like to think it’s more quirky and unique. We want to keep the same family-friendly feel rather than the multiple image.

“It’s a different area of the city and has really good footfall, being near the Royal Centre. Location-wise, it’s probably a better place than our other shop, which relies on the reputation of the last 40 years.

“We gave it a new name because when everyone comes into Michael Levin they just call it Levins. We wanted something punchier and hope that the Levins brand will manifest itself here.”

Qualified gemologist Mr Price, of Mapperley Park, ran a trade workshop and jewellery shop before taking over Michael Levin Jewellers in 1976 with business partner Barrie Hill, who retired last year.

The shop, which had been founded by Michael Levin 10 years earlier, sells items ranging from a £10 silver charm to £250,000 emerald and diamond collections.

Levins Fine Jewellery opens a second shop in the city

It featured at the beginning of Jake Bugg’s 2013 music video Slumville Sunrise, which was directed by Shane Meadows, while it was the scene of a real-life armed robbery in 1992.

Jewellery worth £30,000 was stolen and Mr Price had a gun pointed at his head by one of the two assailants, who were eventually caught.

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The Upper Parliament Street store was occupied by Hallams for more than a decade until its closure in December shortly before the death of owner Henry Hallam.

Mr Price said he was alerted to the availability of the premises while dining at the Petit Paris restaurant situated above the shop for a company Christmas party.

Levins Fine Jewellery opens a second shop in the city

It took three months to refurbish the shop and it is staffed by three of Hallams’ former employees, adding to its other seven staff, including an in-house goldsmith.

He said it might not be the last addition to the company, adding: “Had it been left to me I would have gone for three or four shops but having a business partner who wasn’t of the same view meant I was somewhat stifled.

“I’ve been a sole trader for the past 18 months so I’m pursuing an ambition I’ve always had to own several shops – I’m only 70 so can’t retire yet.

“We’re looking at more shops and have one or two more in mind that are in Nottingham.”

Levins Fine Jewellers, in Upper Parliament Street

Although Mr Price is the sole owner of Michael Levin Jewellers, the new shop has been set up in a partnership with his son Mark Price and Ian Dunbar, who are co-directors.

Mr Dunbar, of West Bridgford, joined in April after previously working with the Prices when he owned a UK-wide diamond wholesaling business based in Nottingham.

The 58-year-old said: “Having my own shop was something I always wanted to do as I understand the retail business from a supply point of view and I was ready for a new challenge.

“We want to be known for great service and for it to be a good retail experience for all our customers.”