UP CLOSE: Meet the jeweller from Stockport celebrating 43 years in business
It is reassuring to know that bespoke craftmanship is still very much alive. Meet Peter Clayton, the semi-retired jeweller from High Lane whose love of the craft has kept him going for 43 years.
Peter runs Cheshire Diamonds in Macclesfield - a fixture in the town since 1980 - providing jewellery services across Cheshire and beyond.
"I just want to make nice pieces of jewellery," said Peter.
"It is all word of mouth with me. I've been doing it for such a long time, I'm in my 60s now.
"I have been doing it since I was 15; I started my apprenticeship in Manchester. I was working with people who were in their 80s and 90s then, so they were very disciplined and taught me absolutely loads."
Peter is the sole employee of Cheshire Diamonds, and is now in semi-retirement, having ran the Macclesfield company since he was 20.
He is part of a strong tradition of business, given that his family used to run Clayton's grocery store in Hazel Grove.
He has also shared his expertise with five apprentices, who have gone to start their own businesses.
"I've now become the old sage, I guess," he joked.
Services include making engagement rings, creating wedding rings, and repairing jewellery.
Cheshire Diamonds also sells luxury watches from around the world.
The business has a near perfect rating on Google Reviews.
"It doesn't feel like it has been 43 years", added Peter.
"I'm a one-man band really. People come to me with an enquiry, tell me their budget, and then I begin with sourcing the diamonds.
"I get them the best of the best I can get with the money they spend.
"The diamond industry is going bananas. When I was in my 20s, I would fly out to the Far East with a financial budget to buy gemstones.
"I would fly to places like Thailand and source some of the best quality diamonds.
"40 years later, I have millions of diamonds at my disposal thanks to the internet. I can phone Israel, I can call India, I can talk to New York and find out who has the best price, and within seven days it comes through to me."
The business has survived nine prime ministers, three recessions and one pandemic.
COVID-times saw a surge in enquiries, as Peter dealt with bespoke pieces across the globe.
Lockdown also allowed him to look into new technologies to streamline his business.
For example, he can take a photo of his handmade jewellery, and AI will cut out the background of the photos to be uploaded to his online store.
While there is the threat of automated jewellery, Peter does not employ this, as he believes handmade pieces are more meaningful.
"I make jewellery the old-fashioned way", he explained.
"It has a few quirks in it, but it is handmade, it is lovely.
"My commission turnaround time is one month.
"One of my favourite memories of the business is during lockdown, where I found a parcel of stones I had bought 40 years ago," he recalled.
"It was things like tanzanite and diamond. I made a 43 carat amethyst from the stones I found.
"It was so special as you wouldn't get an amethyst that was that colour these days, as unlike in the 1980s, they heat treat stones now which change their colour.
"Another one of the most interesting moments was working with a replica of a ring which dated back to the Viking era.
"But the best part of the job is seeing their face when I've finished making a product.
"We had one mum, who knew her daughter was very particular, said 'She's the fussiest person on the planet, but you've made something she loved'. And she did."
Peter goes above and beyond for his clients. He has even travelled to different countries to personally deliver his bespoke pieces.
More services can be found on his website.
"I love being a business in Macclesfield," Peter also said.
"It is a beautiful market town and the people have a great sense of humour.
"I'm a bit sad the way it has gone, because artisan businesses like mine were being pushed out.
"But Macclesfield is great because it is a commuter town. You get an eclectic mix of people coming here, and I see that with my clientele."
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