'One Ring' drives expansion
Unexpected journey for Middle-earth jewellerADAM ROBERTS
A Nelson jeweller - purveyor of the most famous ring in Middle-earth - is expanding to new premises across the road from its Selwyn Place studio.
Jens Hansen Gold and Silversmith will be moving part of its business into a vacant building on the corner of Church St and Selwyn Place.
The new premises will initially act as an administration and design hub for the jewellery business, which is split 40-60 between international and New Zealand customers respectively.
The company will move its administration, online sales people, and CAD design into the new space over the road. It will also house Nelson's only laser welder for jewellery repair.
Owner Halfdan Hansen said with revenue having grown by 50 per cent in the past five years, and with last year the best ever, the expansion was the logical next step for the business.
"We have also been blown away by this year's winter months so far, which have exceeded our ambitious budgets."
Most of that success came down to the business' reputation as the makers of The Lord of the Rings' The One Ring.
"We have visitors coming to the store to buy replicas of The One Ring every day, and there are no signs of this slowing down," Mr Hansen said.
The company carried out its own marketing, and was well-supported by Nelson Tasman Tourism. Mr Hansen said he put a lot of time into growing the number of visitors to its online store through social media, Google advertising and blogs.
The first major expansion of the business, the move was "pretty exciting" and could help with future expansions, he said.
"If we get this right it means that we will have a really good template to open up a store in Wellington or Christchurch."
But the store had a proud history, and care was being taken not to lose its positive aspects, he said. There were no plans to change the retail location.
"We're just allowing ourselves some room to breathe."
Jens Hansen has been open in Nelson since 1968.
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