CHISHOLM Hunter, Scotland's biggest independent jeweller, signalled its intention to hit the £30 million turnover mark this year as it seeks to maintain growth through store openings and refurbishments.

The ambitious target was disclosed shortly after the retailer, whose origins date back to 1857, unveiled a new retail concept at its store in Falkirk.

The Glasgow-based company, owned by husband and wife Harry and Tracey Brown, invested £300,000 to transform the shopping experience at the Howgate Centre, which now occupies two floors after acquiring the unit next door.

Chisholm Hunter currently has 16 stores, with sites around Scotland and south of the Border, including a store at Bluewater in Kent.

Mr Brown hopes to add to that number this year, revealing that acquisitions were a constant feature of the firm's activities.

Between store improvements and additions to the portfolio, he is hoping to achieve a major hike in turnover this year.

In its most recent accounts available at Companies House, Chisholm Hunter reported profits of £1.25m for the year ended March 31, 2012, on turnover of £16.4m. By the end of this year, it is hoped turnover will have almost doubled.

However, Mr Brown said the company would not abandon its strategy of "safe but sustainable growth" to get there.

The gemologist, who took over Chisholm Hunter when it had just one store – in Glasgow's Argyle Arcade – 25 years ago, said: "We have continued to expand and we have done it organically. Things are looking very positive. Our target this year is turnover [of] £30m. It is substantially up [on 2012].

"We are focusing on the products, we are focusing on the retail experience, we are investing in shop-fits and we are focusing on training and developing our people."

While parts of the retail market have toiled in the face of the sustained economic downturn, Chisholm Hunter has traded prosperously. Mr Brown said this was partly down to changing consumer behaviour, which has seen people "buy one good thing rather than five less-considered purchases" as they seek refuge in higher-value items.

Chisholm Hunter's commitment to buying diamonds direct from source means it is also well placed to deliver value for money, he said. Belgium, Israel and India all feature regularly on the gemologist's travel itinerary in pursuit of the best diamonds for the retailer's clientele.

The jeweller, who spent 10 years as a manager with jewellery retail chain Beaverbrooks, said: "I think people look at our offer as being quite individual, and because we have always manufactured direct, we have cut out the middle man.

"I will travel the world to source the best value [diamonds]. There is a huge thing about integrity in this business, because of blood diamonds where the diamonds have come from sources that were not what a reputable business would want to buy.

"We are very, very careful with our suppliers. Value for money is obviously very important, but I visit factories and make sure, as best we can, that everything is sourced with integrity."

Mr Brown said a similarly thorough approach was taken to staff development. He noted that it had been a big ambition for the company to achieve Investors in People Status (IIP), and was gratified to learn that Chisholm Hunter was already ticking all the boxes by the time it applied for accreditation this year.

Peer recognition has also been forthcoming for the company. It was short-listed in the employer of the year category at the recent Scottish Business Awards, presented at the Edinburgh International Conference Centre on June 21, and in three categories in the Retail Jewellery Awards.

Mr Brown said the jeweller's ability to appeal to consumers across the generations has played a big part in its longevity, from older customers who bought their engagement rings at Chisholm Hunter, to the younger generation drawn by designer watches and jewellery items.

Some remain customers throughout their lives, buying jewellery from Chisholm Hunter at various points to commemorate key milestones in their lives.

Mr Brown said: "I think there is a lot of brand integrity and that is really down to our people.

"If people give you a great shopping experience, they will tend to come back.

"Really the stars in this business are the sales people, I'm really just here to support them in terms of helping them in doing their job."

Looking ahead, Mr Brown said the demand for precious stones was likely to grow around the world, as economies such as China, India and Russia continue to grow and flourish. But for the time being he has no ambitions to take his company into the international arena, believing the UK continues to offer scope for further growth.

He said: "At any one time we have got various opportunities we are looking it. Some come to fruition, some don't. We have several things we are looking at for this year, which probably will happen.

"It is pretty constant, the expansion or shop fit planning. We are aware of what our competitors are doing, but we try to be leaders, not followers."