Did you know that Jelly Babies were launched in Sheffield by Bassett’s in 1919, and were called ‘Peace Babies’ to mark the end of World War 1 – The Great War.

Armistice Day, or as some call it poppy day, the 11th of November, is the day we remember all who have fallen in all conflicts. Armistice actually means to stand at arms – a cease fire – a truce. The term and the date relates to the ending of the First World War in 1918. As we know the truce in 1918 lasted 21 years.

It’s 12 years since I started my own business and 12 years since I waged war on some in the jewellery trade. War is by definition a series of smaller battles. I have been battling for 12 years, have won a few smaller skirmishes, but as yet, made no real impact! In fact, at times, I feel like Britain did in 1940, during the Second World War in the midst of the Battle of Britain with Hitler knocking on our door step.

What is my war ?

Well, initially 12 years ago it was battling against the wrong and inaccurate information given by those, mainly in the retail side of the jewellery trade, partly due to ignorance and partly due to a sales pitch. This is still ongoing. I also was concerned with the drop in standards and general quality of  manufacture of products within the jewellery industry. In this ever increasing disposable society, when quality and standards seem to be dropping even further, I am trying to let the country and the world know that as I do not compromise the quality of my jewellery, there is someone in the jewellery industry hand crafting top quality products, in traditional ways, and not letting  standards fall.

No one has died in my war – but the public are, I feel quite often, getting ripped off or at best, short changed.

My war goes on and to me they will always be Jelly Babies.

Alan