A combination of quality merchandise, discount prices and good service has allowed E.R. Aubrey Jewellers to build one of the most loyal customer bases enjoyed by any Bermuda retailer. Both locals and tourists have been won over by E.R. Aubrey's commitment to high-quality jewellery at rock-bottom prices.

As a result, the store is always bustling, the staff has expanded to now include eight full-time employees, and they have just renovated, expanding the store to allow easier browsing and more extensive display areas. "We've had a great year, thanks to our customers,'' said general manager, Mrs. Linda Gittings. The secret to gaining and keeping such customer loyalty? Simple, says Mrs. Gittings. "Prices. Anybody who is looking for gold jewellery in Bermuda will buy it here when they see our prices. And whether it's a $35 bracelet or a $63,000 necklace, you'll always find exceptional value and beautiful quality here.'' Mrs. Gittings, who has been with E.R. Aubrey for almost two decades, explained that the store imported its gold jewellery directly from Italy, which enabled them to offer particularly attractive prices, such as 14 karat gold bangles from $79.95 and the very popular charm bracelets at under $100. Other items currently enjoying popularity are 14 karat gold longtails, toggle link bracelets and choker necklaces. E.R. Aubrey recently launched its own exclusive line of Swiss-made watches, called the Santa Barbara Polo and Racquet club. And they specialise in diamond tennis bracelets, from one carat to 10 carats in total diamond weight. At the moment they are running a special offer on a selection of 14 karat gold jewellery, sending out a new brochure offering a variety of beautiful pieces at 15 per cent off their already low prices. Tourists who come into the shop are astonished at how good the prices are, and carry away E.R. Aubrey business cards by the fistful. And they're not the only ones who enjoy the chance of a real bargain. "The locals really appreciate it so much,'' said Mrs. Gittings.

"We have specials, where we give away something like diamond stud earrings with every purchase, at least three times a year. Then, every single month we have specials that involve substantial discounts on various items, and our customers look forward to that. They call to ask when the special is coming on.'' The store can get so busy during a special, particularly if there are cruise ships docked in Hamilton, that E.R. Aubrey has on occasion held that offer over for a couple of days in order to give locals more of an opportunity to take advantage of the discounts. Just how faithful the store's customers are was made crystal clear on a day last year when an island-wide power outage shut down almost every store in Hamilton. But not E.R. Aubrey. They stayed open, and the customers flocked in. "We were selling gold and diamonds in the dark,'' marvels Mrs. Gittings. "We couldn't work the cash register, so we would just take imprints of their credit cards, then run checks on them when the customers came back to collect their merchandise at about 3 p.m. when the electricity was back on. "The only light we had was sunlight coming in the door and reflecting off the mirrors. We were so busy, and it was fun! The customers had a really good time, and I think they really appreciated the fact that we were open.'' E.R. Aubrey also operates an extensive mail-order service, and much of its business comes from people who just pick up the phone and ask the store to find a particular item for them. "If there is something they have seen somewhere else, there is no reason why we can't supply it, if they can give me a picture or description and gram weight. I'll make sure the price is a lot lower than they would pay elsewhere, so it' worth their while to buy it from me,'' said Mrs. Gittings. E.R. Aubrey, which was founded in Bermuda in 1954, also has a branch store in Palm Beach, Florida, where a master jeweller is on hand and can quickly produce just about anything a customer's heart desires. There are always new things to see in the showcases at E.R. Aubrey, as the store is getting fresh stock in all the time, says, Mrs. Gittings. "We have, literally, orders arriving every day; sometimes five or six boxes. The turnover is phenomenal. Nothing stays in the store for longer than a month, or it won't be re-ordered. That way, there is no wasted space, and no "dead'' stock.'' In order to make more room for both stock and customers, they have recently completed extensive renovations to the store.

They have expanded toward the back, adding more sales space, more display cases and brand-new lights, carpeting and mirrors. The additional space makes it even easier to browse in the store. Mrs. Gittings said she was delighted by the way the renovations had turned out, and spoke highly of both the suppliers and the installers who worked on the project. They included Bermuda Glass, which supplied the mirrors, the Sleep Shop (carpets), E.S.C. Ltd. (lights), contractor Phillip Rego, carpenter Leon Lightbourn and electrician John H.

Parris. She saved the biggest vote of thanks, however, for the people who had supported the store throughout the year. "All of us at E.R. Aubrey would like to thank our valued customers. We are very grateful this Christmas to those who have made our progress possible.'' PHOTO SMILING STAFF -- (left to right)Manager, Mrs. Linda Gittings and employees, Patricia Pacheco, Maria Rego, Naomi Lema, Valerie Smith, Nikki Parris, Mildred Blyden-Davis and Noelette Eve are ready to serve you.

GLORIOUS GOLD -- Quality merchandise, discount prices and good service has allowed E.R. Aubrey Jewellers to build a loyal customer base.