A jewellery business that has traded in Hatton Garden for more than six decades has opened its second location in Watford.

Established in London’s jewellery quarter in 1958, Finecraft Jewellery arrived in Queen’s Road Watford on December 9.

It prides itself on offering a different kind of service to what locals will be used to due to the level of expertise on offer.

Watford Observer: Dov Bloom.Dov Bloom. (Image: Finecraft Jewellery)

Owner Dov Bloom said: “I used to live in Watford so I’m a bit of a Watford boy. I wanted to bring a bit of high-end jewellery, something that’s been missing in Watford.

“You’ve got a jewellery quarter in Birmingham and a jewellery quarter in London but you can’t get to them without going through Watford, so it’s the place to be.”

Watford Observer: Finecraft Jewellery, Watford.Finecraft Jewellery, Watford. (Image: Finecraft Jewellery)

As well as selling jewellery, Finecraft also offers services like repairs, appraisals, engravings, and advice that you would expect from a Hatton Garden jeweller.

Mr Bloom, who has worked in the industry for 22 years, said that the small family business believes there is more money to be made helping people over a longer period than “one quick sell”.

Watford Observer: Finecraft Jewellery, Watford.Finecraft Jewellery, Watford. (Image: Finecraft Jewellery.)

He highlighted that customers coming into Finecraft with a budget and asking for help choosing an item often leave with "a bit of change", because the experts focus on finding the right piece rather than always pushing the most expensive option.