“The shop was refurbished within four or five weeks”

On the night of 24 August 2020, the Amsterdam police received a report of a ram raid on Zeilstraat. The target? Jos Bergsma’s goldsmith’s and jewellery shop. By the time the police arrived on the scene, the perpetrators had, of course, already fled. Debris, shards and chaos were all that remained. “The entire stock had been destroyed,” Jos recalls.

Moping around for long was not an option for the goldsmith and jeweller. The doors of the family business had to reopen as soon as possible. And so Jos set about frantically searching for fit-out contractors with time for an urgent job, as well as for new jewellery display cases. “My first impression of the SDB display cases at the wholesaler in Breukelen was already good. And when I discovered they work with their own builders, I became even more convinced of their craftsmanship. Let’s get started!”

Super-fast

Jos already had a clear vision of how the shop should look. With a sleek design in mind, he sat down at the drawing board. “SDB translated these ideas into a technical design,” says Jos. “After just a few minor adjustments, we were ready to go. Fortunately, I’d also found interior fitters for the rest of the work in the meantime. So the shop was refurbished within four or five weeks. That’s super-fast.”

Minimalist design

Just as he is pleased with the pace, Jos is also delighted with the end result. When customers enter the shop, their attention is immediately drawn to the showpieces behind the glass. “That’s down to the minimalist design and the perfect lighting,” explains the jeweller. “The display cases feature jewellery from smaller designers, such as Quinn, Jéh Jewels and DP Art. Unique pieces that allow me to differentiate myself in the market. As a goldsmith, I naturally design and craft jewellery myself. Which is beautifully presented here as well.”

A pleasant collaboration

For the time being, Jos can move forward with his refurbished shop. Especially as the premises are now protected against further ram-raid attempts. “I had structural alterations carried out straight away,” he says. “For instance, the wall beneath the window frame has been significantly reinforced. I look back on a very pleasant collaboration with SDB. The lines of communication are short and the dialogue is always friendly and clear. This helped to ease the impact of the rubble, shards and misery.”