At 218 High Street is a very old-fashioned looking establishment which sells jewellery, new and second hand, on purple-brown velvet trays in a dark brown set of wooden-framed display windows. They also advertise a workshop where in-house design and re-modelling takes place. In this regard there are some similarities between this shop and St George's Jewellers, half way down the High Street. There is, however, a greater emphasis on the second-hand side of the business at By Design, where a whole window to the right of the entrance is devoted to Secondhand Bargains. (And very interesting it is too, because By Design have not joined Fish Brothers in disposing of pledge items on the internet, as far as I can tell). They display the newer, Nicole Barre branded diamond jewelery in the left window, along with some rings, chains, earrings, watches etc.
As the Bargain window suggests, By Design differs completely from St George's in offering cash loans and pawnbroking, no doubt a service which is of use to the customers of the nearby Collins Ltd Bookmakers. In this, By Design are similarly placed in the market to their grander rivals Fish Brothers (opposite the Tote) and the rivals Capital Gold and Chain Reaction, poised for the business a short shuffle over the road from Paddy Power.
Between China Ocean Buffer Restaurant and D.P. Mark, the chemists.
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