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The trade: “When I started it was 75% trade and 25% retail. By 2006 that had reversed. Now the trade has come back a bit. There are far fewer dealers but the ones left are substantial. We are selling fewer articles for more money, which we feel is unhealthy. Hence we try to stock a range of pieces in all price ranges to ensure a wider and stronger customer base.”

Customers: “You have to tempt people. It is like a sweet shop. We offer items that are under £100 (often modern silver items) and objects that sell for millions. We want everyone to be able to buy something. A customer who comes in and spends just a few hundred pounds twice a year is still very important to us.”

The young: “We want to encourage the young and less well-off to shop with us. We treat everybody the same. We have to encourage younger people and show them how attractive objects from the past are.”

Fairs: “Fairs are advertising. Very rarely will anybody buy a significant amount there. But it is important to see people. We must keep our name out there.”

Bond Street: “Bond Street is so one dimensional now. It is only high-end fashion and jewellery. If you walk down Old Bond Street there are 40 jewellers and only one might sell second-hand pieces.”

Fashion: “At the moment the 20th century is in vogue and we keep a stock of jewellery from all periods to meet demand. But there is something so elegant, refined and captivating about 18th century jewellery. Sadly fewer people appreciate their beauty these days.”