Walker & Hall is not only one of New Zealand’s most respected jewellery brands – it’s an icon of the nation’s retail landscape. NZBusiness caught up with the marketing team to learn about how they’re balancing tradition with innovation in an ever-changing retail landscape.
Walker & Hall’s journey began in 1845 in Sheffield, England, when George Walker and Henry Hall founded the company to produce high-quality silverware. Their expertise in silver electroplating and commitment to quality quickly established their reputation. By the late 19th century, Walker & Hall was exporting silver goods globally, including to New Zealand.
Operations Manager, Liz Yarrall explains how the brand took root in Aotearoa. “The products were traded informally at first, brought over by British migrants who trusted Sheffield’s craftsmanship. Eventually, in 1899, the business formalised its presence here under the Walker & Hall name.”
Initially, Walker & Hall offered a wide range of products, from silverware and furniture to collectables and antiques. ” The tagline, ‘Gifts to Treasure,’ really captured the essence of the brand at the time,” Liz says. “It wasn’t just about selling products – it was about helping people mark special occasions with something meaningful.”
The 20th century brought significant changes to the silverware industry, including the decline of Sheffield’s manufacturing base. For Walker & Hall, this shift prompted a strategic pivot.
The company adapted. Over the following decades Walker & Hall maintained their legacy of providing quality gifts as they transitioned to focus exclusively on fine jewellery. Owner Allan Tattersfield’s son, Joseph, followed his fascination in gemmology and fine jewellery with training at the prestigious San Diego Gemological Institute of America (GIA) campus and then went on to work in high-end luxury jewellers in the UK before returning to New Zealand as manager of the flagship Newmarket store.
Over the coming years this experience formed the basis of the future for Walker & Hall. “Joe’s expertise, gained through training at GIA proved invaluable, and his knowledge allowed us to refine our offerings and maintain the high standards that had always defined the brand,” Liz says.
This evolution wasn’t just about survival – it was about growth and responding to changing customer needs and preferences. Liz says that by specialising in jewellery, Walker & Hall positioned itself as a leader in a market that values quality and trust. The move also allowed the company to leverage its craftsmanship heritage while exploring new design and customer experience opportunities.
Marking 125 years is an extraordinary achievement, and for Walker & Hall, this milestone is as much about looking back as it is about looking forward. “It’s incredible to think about how the business has grown and adapted over more than a century,” Liz says.
Connecting with customers
From silverware to fine jewellery, the brand’s duty has remained consistent: to provide meaningful gifts. “What makes a gift truly special is the connection it represents. Whether it was a silver platter in the early days or a diamond ring today, our focus has always been on creating items that people will treasure forever. Jewellery isn’t just something you wear – it’s deeply personal. It celebrates milestones, marks memories, and often becomes a family heirloom.”
A defining feature of Walker & Hall’s philosophy is its commitment to natural diamonds. As the market for lab-grown diamonds grows, the brand has chosen to remain true to natural stones, valuing their rarity and authenticity.
“We’ve seen it before with synthetic rubies and sapphires. Initially, they’re exciting, but as supply increases, their value and appeal diminish. That’s not what we want for our customers,” says Liz.
While lab-grown diamonds offer a more affordable option, Liz notes that they don’t align with Walker & Hall’s values. “Natural diamonds are irreplaceable. They were formed millions or billions of years ago and are a symbol of history, tradition and a connection to our Earth that can’t be imitated.”
This decision also ties into the brand’s commitment to sustainability and circularity. “Jewellery is one of the most sustainable products you can buy,” Liz adds. “It’s designed to last for generations, to be passed down and cherished. That’s why quality is so important to us.”
Walker & Hall’s collections are at the heart of its customer engagement strategy. Each line is carefully designed to reflect the brand’s heritage while appealing to modern tastes.
The 1899 Collection, named after the year the company established its New Zealand presence, stands out. “It’s our signature line,” Liz explains. “These pieces are timeless – something you can wear for a lifetime and then pass on to the next generation.”
The Vintage Collection offers another layer of storytelling, featuring designs inspired by different historical eras. “Each piece in this collection captures the essence of its time, whether it’s an Art Deco influence or mid-century modern style,” Liz shares.
By blending tradition with modern tastes and offering options for every stage of life, Liz wants customers to think of Walker & Hall as not just as a jewellery store, but as part of their jewellery journey.”
Bridging worlds
With brick and mortar stores increasingly being replaced by online offerings, Liz says that the in-store experience at Walker & Hall remains a cornerstone of its enduring appeal. By its very nature, jewellery is personal and tactile, making the opportunity to touch, feel, and try on pieces in a welcoming environment an irreplaceable part of the purchase journey.
“There’s nothing like going in-store. Jewellery is such a tactile product, and customers want to experience it firsthand. Trying it on, feeling the weight, seeing how it looks – it’s all part of the magic.”
The store teams are vital to this experience, bringing a unique blend of expertise and empathy. “Customers frequently commend the staff for attentively listening and making a genuine effort to understand individual needs. It’s not about pushing a sale – it’s about helping someone find the piece that speaks to them, something that truly lights up their heart.”
Liz says that staff members often go the extra mile, sharing the stories or meanings behind gemstones and designs, creating a deeply personal and memorable shopping experience.
To ensure this level of service, Walker & Hall invests in comprehensive staff training. A mix of structured online courses covering metals, gemstones, and designs, paired with hands-on mentorship, ensures team members are both knowledgeable and passionate. “Even after 20 years here, I’m still learning something new every day,” Liz says.
Walker & Hall also excelled in translating this in-store magic to the digital realm, pioneering New Zealand’s first e-commerce jewellery store. The brand continuously works to create a seamless, personalised online jewellery shopping journey that mirrors the warmth and expertise of its physical stores.
“The goal is for online shopping to feel like an extension of our in-store experience,” explains Bex Gelderbloem, Web Amplification and Content Specialist. “We want it to feel connected, personalised, and like part of the same customer service journey.” Features such as tailored recommendations, interactive customer support, and detailed product storytelling help convey the same sense of care and attention customers receive in-store.
This integration bridges the gap for customers who move between browsing online and visiting stores. The sense of connectedness between the two realms ensures that every digital or physical interaction feels cohesive, consistent, and genuinely reflective of Walker & Hall’s values.
A key part of Walker & Hall’s customer focus is its loyalty programme, the Diamond Club, which rewards repeat customers meaningfully. “The Diamond Club is a huge part of what we do right now,” Liz explains. “It’s a way for us to give back to the people who have supported us.”
The programme operates on a points-based system, allowing customers to earn points on purchases and enjoy exclusive rewards. “There’s also an annualised tier system. In September, our birthday month, we review the past year’s purchases and allocate customers to tiers based on their spending. Our top-tier members receive generous rewards, such as a $300 voucher and a $500 birthday voucher.”
These rewards aren’t just perks – they reflect Walker & Hall’s ethos of celebrating life’s special moments alongside their customers. “People love using their rewards to pick something that celebrates themselves or a loved one,” Liz says.
Family at the heart of the business
Walker & Hall’s team culture reflects the values it brings to its customers, emphasising connection, care, and a collective effort to deliver excellence. Annual events, such as the company awards night, highlight the family-like bonds within the team. “It’s a way of recognising the people who make our customer relationships possible,” Liz shares.
Lucinda Webber, Marketing and Content Coordinator, describes the team as a close-knit family. “From Christmas casuals to directors, everyone supports each other. It’s not just a family-owned business – it’s a family in every sense,” she says.
This ethos of togetherness includes leadership. “Joe [Managing Director] recently fixed a lighting issue at Sylvia Park until midnight. No one is just sitting at the top – it’s all hands on deck,” Lucinda says.
For Lucinda, the relationships she’s built within Walker & Hall are as meaningful as those with customers. “I grab coffee with my colleagues, go out for drinks – they’re my second family. That connection motivates us to bring our best to every customer interaction.”
Liz concludes, “Jewellery is deeply personal. Our goal is to continue creating pieces that help people celebrate life’s most cherished moments while staying true to our values of quality, integrity, and connection.”
