Vogue jewelery store in Norwich Street, Dereham, to close

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Published:
09:00 July 10, 2022



A jewelry store is about to close after establishing itself as a downtown staple for the past two decades.

Vogue, based in Norwich Street, Dereham, was first opened by Jacqui O’Donovan in 2002.


Vogue, based in Norwich Street, Dereham, is set to close
– Credit: Archant

Although it has welcomed thousands of customers over the years, it will close its doors for the last time at the end of July.

Ms O’Donovan revealed that rising costs and fewer people using the high street meant it did not make financial sense to continue.

“When I first opened, the internet wasn’t really a thing,” the 58-year-old explained.

“We old school people like to touch and feel products, but nowadays people want to go online and order things at their doorstep. We can’t compete with that and we can’t compete with their prices anymore. .


Jacqui O'Donovan, owner of Vogue jewelry store, on Norwich Street in Dereham

Jacqui O’Donovan, owner of Vogue in Norwich Street, Dereham
– Credit: Archant

“With all my bills going up, I’ve already started to dip into our savings. While the government has helped us through Covid, they can’t keep helping us.

“Our lease was due and I had to be brave and say ‘no, we have to go’.”

Ms O’Donovan said the cost of buying almost all of her shares had skyrocketed during the cost of living crisis.

A basic snake chain went from £45 to £65 in a matter of months – a 45pc increase.

She added: “People are obviously limiting their own spending.

“You hear about this need to get people into town but, at the end of the day, what we need is money going into the coffers – that’s what keeps us going.

If they [customers] have no money in their pockets, there is nothing to spend.”

A former beautician, Ms O’Donovan had suffered from a serious medical condition and was told she needed to make the most of her second chance at doing what she wanted in life.


Vogue Jewelery is based in Norwich Street, Dereham

Vogue Jewelery is based in Norwich Street, Dereham
– Credit: Archant

Already passionate about selling jewelry, she decided to take the plunge by opening her own boutique.

Looking back on her time in business, it’s safe to say she has no regrets.

“I’m really proud of myself,” Ms O’Donovan said. “I’ve been here 20 years and 18 of them have been fantastic.

“I feel privileged to have had the best years here, and honored because I got to know so many people who became my friends. In that sense, I was very lucky.”

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