The fortuitous entrepreneur
“While it is a fifth-generation business and I am fiercely proud to be guardian of our heritage, I don’t tend to think of it like that day-to-day. Yes, there’s a lot you can learn from history, but I’ve got to look to where the business is going to be in five, ten, fifteen years’ time.”
Interview: Sue Wilcock | Martine Silkstone
Pictures: Warren Page
Chris Ellis talks to Norfolk Director
Whether you have a particular career in mind growing up or no clear path ahead, success often comes from simply riding the wave of life and seizing opportunities as they arise. Of course, this means utilising a range of innate, transferable skills – the most powerful often being the ability to connect with people.
A new generation
When Chris Ellis took over as managing director of Dipples Jewellers in 2013, he became the fifth generation of his family to run the business. That may seem like a natural progression but, in fact, working within the showroom was never his plan. At school, he wanted to be a storm chaser – more on that later – and it was only after joining his father on buying trips that his interest developed, and he found his passion for the business along with a talent for retail and building relationships.
“I’m a people person,” says Chris. “Going on the business trips with dad, it was just nice to see all the suppliers and chat to everyone. Some were around my age and lots of firms that we deal with are second, third, or fourth generation businesses, so you can identify with each other. That’s where it all began for me.”
He first started working at Dipples as a Saturday job aged 14 and learned every aspect from the ground up. Now, as managing director, he has seen the company through major store refurbishments, the Covid pandemic and subsequent recession, and has recently opened a third store in Suffolk.
So, is he a guardian or a visionary? He thinks probably a bit of both.
“While it is a fifth-generation business and I am fiercely proud to be guardian of our heritage, I don’t tend to think of it like that day-to-day. Yes, there’s a lot you can learn from history, but I’ve got to look to where the business is going to be in five, ten, fifteen years’ time. That’s my responsibility now and I’m always looking ahead, trying to figure out our way downstream.”
The history
Established in 1878 by George Henry Dipple, the family jewellery store has served the community for nearly 150 years – through five kings, two queens, two world wars, and numerous changes in society. The original shop opened in Woodford, Essex, before moving briefly to Ipswich, and then finally finding its home in Swan Lane, Norwich in 1895.
Though the Dipples brand remains, the family name changed when Chris’s grandmother, Betty – an only child – married the banker, John Ellis. While he too eventually joined the jewellery business, family lore maintains that John was actually a spy during the Second World War, making use of his Latin American connections and ability to speak Spanish to secretly serve his country. But we digress…
Over the years, the business thrived and passed down through the generations, until it reached Rodney Ellis, great-grandson of the founder, who opened a second showroom in Dereham in 1963.
At this point in the brand’s journey, Rodney has retired but retains the position of chairman, while Chris took over as managing director in 2013. As a father and son, Chris says that they sometimes have a challenging working relationship, with contrasting approaches to growing the Dipples brand and protecting the legacy, as he explains.
“We often have different views on how the business should be run and scaled. Dad is more cautious, and I am slightly more entrepreneurial, looking for interesting opportunities for growth.”
“Then, of course, you have to try and find some kind of happy middle ground somewhere. It can sometimes be difficult. Outside of the business we get on like a house on fire,” he adds, laughing.
“At the end of the day, I think it’s all worth it. I’m one of those lucky people – I genuinely do just like my job.”
Where it all began
Chris was born in March 1978 at the old Norfolk and Norwich Hospital.
A sister arrived just over a year later, but when he was five years old his parents split up. He says that he found that period of time very difficult but doesn’t like to dwell on it, and instead remembers the fun days out that followed.
After the separation, Chris lived with his mum so there was no exposure to the family business as a child. In his spare time, he played football and computer games with good friends who lived nearby and found a passion for Formula One which he would watch on television at weekends.
At the age of seven, he joined the Wymondham Choir as a boy soprano and enjoyed singing classical pieces at Norwich Cathedral, occasionally travelling to other venues and countries.
“I thought I was quite shy,” he remembers, “but as head chorister I used to have to do solos in front of a thousand people, so maybe shy is not the right word. I certainly wouldn’t do that now though.”
When it came to school, Chris was privately educated in Norwich where he experienced some bullying “as many people do”. Despite the formal setting, he says he wasn’t “pushed” in lessons and could have achieved more given the right encouragement.
Academically, he was happiest when studying maths, science, and geography – subjects where he was dealing in absolutes – but he found English language and literature too “woolly” and subjective. He credits his logical, scientific mind for his current, outstanding ability to stack the dishwasher, though we only have his word for that.
By the age of 15, he had developed a passion for meteorology and dreamed of going to work in the hurricane centre in Houston, Texas.
“I’ve always had an interest in the weather – how clouds and thunderstorms form – because it’s always changing and every day is going to be different, no matter where you are on the planet.”
“I wanted to see how and why it all happens, maybe study earthquakes and volcanoes too, then go storm chasing in my spare time.
“But perhaps I’ve watched Twister too many times,” he adds, smiling.
During this time, Chris also began working in the Norwich showroom at weekends. It was not a role he enjoyed – initially just hoovering, cleaning, and making cups of tea – but while he “hated it” for the first few years, he also gained valuable experience across every area and role.
When he struggled with his A Levels and decided to drop out, it was an obvious choice to increase his hours at Dipples and, while on business trips with his father, he found a joy in meeting other people in the trade and started to see his path ahead – the weather was set fair for his career in the family business.
A learning curve
Chris joined the firm full-time in 1997.
Having already learned a lot from his time in store as a young teenager, he added to his skill set with retail and business diplomas, studying jewellery and watches through a correspondence course and training days in London.
“I passed with flying colours, and it stood me in good stead from the start,” he says. “Though I also found that if a lecturer tells you something is not going to be on the exam, the likelihood is that it will be! I therefore learned to revise for all eventualities and that is something that has stuck with me throughout my life – hope for the best and prepare for the worst. That sums up my overly optimistic nature, keeps my feet grounded, and has certainly protected the business over the years.”
Now with a basic knowledge of the items in store, he continued to learn ‘on the job’ as he examined different stones and watches with an eye glass, checking a variety of aspects and finding something new each time.
While now confident in his ability around the subject of jewellery, perhaps unsurprisingly he found his true strength lay in business development and customer relations.
“My skill set is very much people-focused, chatting and advising customers – I love doing that. When someone comes in the shop, they’re in my world and I enjoy helping them to find just the right thing.”
“At Dipples, we are consultants and not sales driven. We’re all about understanding the emotions behind purchases, as this helps us find the perfect jewellery or watch for our clients. As well as the emotional angle, we will also ask how an item will be worn so we can give customers the information they need to know before purchasing.
“Most people are looking for understated elegance rather than catwalk high fashion, but we can do both. It’s about seeing what they want and giving good advice around use and wear. For example, we wouldn’t recommend an opal for an engagement ring as it is soft and brittle, leaving it susceptible to damage if worn every day. It is, of course, the customer’s choice in the end but we always make them aware of the potential issues…and, of course, we can always do repairs,” he smiles. “It is better, though, to find them something that is suitable for their requirements and taking the time to talk makes all the difference.”
And speaking of engagement rings…
Love in store
In 2005, a young woman called Bex joined the business as a jewellery sales consultant. In 2013, she became assistant store manager and more recently store manager in Norwich.
Chris says that they always worked well together and over the course of 13 years, their relationship developed into something more personal.
In 2018, they went on their first date to Wells in Norfolk, where Chris had arranged for flowers to be delivered to the quayside restaurant. The romance blossomed from there, fuelled by sea air and a fish supper, and they soon became engaged – the ring a custom-made, classic diamond solitaire.
They were married in 2021 at Wreningham Church and Chris describes it as “the most amazing day of my life”, only matched by the birth of their daughter Eliza.
“It’s a marriage made in heaven and in store,” Chris smiles. “Our skill sets are very different but complementary, both in and outside of the business. Bex is great at communication and attention to detail, whereas I’m more focused on the overall picture. Having someone that understands the dynamics of the business and can chew the fat over a cuppa around the kitchen table, is hugely valuable.
“The only negative can be that we talk about work when most people are at home watching TV, but then that’s often when we have some of our best ideas.”
Finding treasure
When they do sit down to watch TV, when not watching the Disney Channel with their daughter, they occasionally get to enjoy an episode of Antiques Roadshow – sharing opinions on the jewellery and watches that are being featured and seeing if their valuations match those given on the show. This challenge is rather a ‘busman’s holiday’ for two experts but naturally irresistible given their shared knowledge. Can we assume they are usually in agreement with those on screen?
“It’s not always easy,” Chris points out, “because we don’t have the item in front of us and we don’t have a team of researchers checking details and comparing prices. We only see what they show on camera, and it could have Fabergé stamped underneath for all we know! There are so many little things that can make something average into something really special; things which you just can’t see on a television screen.
“But saying that, I’m not usually too far off.”
Certainly, the ability to value an item seems more mystical art than skill, as it takes into consideration a wide range of variables including metal, stone, cut, colour, clarity, weight…the list goes on. Being able to draw on years of experience is a vital tool for the valuation service offered at Dipples, where they have seen a variety of valuables cross the counter, from Olympic gold medals to vintage necklaces. Typically, a valuation takes between two and four weeks depending on the complexity and the number of valuations booked in at any one time.
“Of course, everyone is hoping for that Del Boy moment, where they discover an item is worth millions. While that’s unlikely, it is always worth having us check as you never know what you might have.”
Shared values
This wealth of knowledge and focus on customer service is a thread that runs through the story of Dipples. Chris describes the store as an ‘old school’ jewellers; one that writes letters, sends printed invitations, and can be trusted to take the time to build relationships and offer that personal touch. This core ethos was an important factor in the recent decision to launch a third showroom in Suffolk.
In winter 2022, Dipples opened its doors in Bury St Edmunds, taking over a shop that had been occupied by a jeweller for more than 270 years. The recently closed Thurlow Champness Jewellers had been in situ for more than 100 of those years and shared the same values and approach to serving the community. When the owners approached Chris with an offer to take over the lease, it was a perfect fit as he explains: “We weren’t looking to open another store but when they got in touch, we saw the synergy straight away – we had very similar businesses, a very similar range of stock, and the staff had worked there for a long time. I liked the history of the building too and the feeling of continuity.
“With that in mind, we went ahead with most of the existing team in place and kept the shop very similar in terms of layout and stock. The previous owners had run a successful business so why would we want to go in and change everything? I like an easy life.”
An easy but still ambitious life it seems.
Since taking over as managing director, Chris has also undertaken extensive building works within the Norwich showroom to modernise behind the scenes, and this year will see the launch of a brand new Dipples website.
So, what’s next?
“Just more of the same. My wife is very good at encouraging me and supporting me, but as long as I have enough to pay the bills at the end of the month, I’m content.”
“My family comes first and the time I spend with my daughter, Eliza, is very precious to me. I want to be there for all the milestones because you can never get those moments back.”
“Maybe once she is older, I’d like to travel – to Iceland to see the volcanoes perhaps – but I don’t really have a ‘bucket list’. At the end of the day, I actually like what I do, and that’s great because you’ve got to enjoy your work when it’s a family business – it is your whole life.”
Any final words for others running a family business?
“Good luck,” he laughs.
