A WINCHESTER jewellers is moving down the High Street to attract more customers.

Jeremy France Jewellers is relocating into the former Blacks outdoor clothes shop after three years of looking for a central location.

Owner Jeremy France said his current base in Walcote Place, at the upper end of the street, increasingly goes unnoticed by shoppers because of a lack of signage.

He added the city council does not do enough to support businesses there.

Mr France said: “You are on your own up there and you don’t get any help from the council. You only have to look at Moss Bros moving before me to see that.

“It’s difficult to get a place on the High Street. Landlords don’t look at independents when they want to move to the High Street; they want big brand names.

“My battle was to get a landlord to look at my books and my business and once they did they agreed to let it to me.”

But Prof Chris Turner, executive director of Winchester Business Improvement District, said the upper part of the High Street was going through an “organic change”.

He said: “I don’t think it’s a concern that retailers are leaving there because the very top of the High Street is becoming more focused on service industries like estate agents and solicitors, while retail is shifting down to the main part of the street where the greatest footfall is.

“When Pavilion left people were concerned but the space was quickly taken on by Baristas Coffee. It’s part of an organic change.”

He added there was a problem with independents securing High Street premises but said Silver Hill would help.

Prof Turner said: “The big pension funds that own much of the property there want long-term continuity so it’s difficult for independents to move in but we are looking for Silver Hill to help.

“It will mean the pension funds will have to be more relaxed about the proposals that come in and allow the street to become more independent.”

The shop will undergo a £400,000 refit and is set to open on November 1.

A 15-year lease has been agreed at a rent of around £135,000 per year, plus rates of about £60,000.

Mr France added: “We are thrilled to say we are opening here and we hope our customers who did not enjoy the trek up the High Street can now enjoy coming to see us in the centre.”

It means there will be two independent shops in the High Street – along with jewellers Bellis – which is also owned by Mr France.

He said: “The new shop will have three floors and be three times the size. We will have retail on the bottom floor, a design suite and workshops on the middle and a champagne bar at the top.”

The shop will also be hiring more staff, with two employees already added and two more sought to bring the total number up to 30 for both jewellers.