Winchester jewellery shop relaunches with new look and name

James Jewellers, in Parchment Street, has been rebranded as Aura with a fresh look and logo.

Karen Salter took over the shop in September last year, having co-managed the business for the past 10 years and worked there for 24 years.

While the appearance has been transformed, the service remains the same and staff and customers celebrated the relaunch with a party on Saturday, September 7.

Aura's launch party (Image: Contributed)

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Mrs Salter, who has always lived in Winchester, said: “I wanted to make the business my own but still let customers know we’re here and still offering the same quality.

“It was really exciting to have friends and family come in to see what we have been doing here.

“The reinvention was quite a personal thing to make it my business with my lovely team. One customer said to us that they love coming here because we always listen.”

Karen Salter (right) and employee Sally Gray (left) (Image: Adele Bouchard)

The name, Aura, is inspired by ‘Aurum’ which is Latin for gold and its spiritual meaning as Mrs Salter describes herself as a “bit of a yogi”.

For the rebrand which the business is calling “a new era for James Jewellers”, the jeweller had the help of her two daughters who helped with design ideas.

Sally Gray, who’s worked at the shop since 2011, said: “We are very much like a family here. We provide such a friendly and personable service.”

The independent jewellers sells, makes and repairs jewellery with a team of six making up the workshop jewellers and customer facing shop team.