Alison Crawford

Who Am I?

I have been with Forum most of my life – in fact, I’ve been engaged and married while I’ve been here!

My role as Shop Manager at Forum Jewellers involves overseeing what is going on in the shop and managing the team, maintaining our very high standards of presentation and cleanliness in all areas of the store, dealing with the more complicated and technical enquiries, and giving input to Helen, the director, about buying stock.

I have a monthly meeting with Helen where we can step back and take an overview of the previous month’s business, catch up on what has been popular or not, and talk about possible promotions.

Alison Crawford

My Story

I started 29 years ago when the original shop was in Blandford, moving with them to the Broadstone store 25 years ago. My background was in jewellery as I started at what was Ratners in Bournemouth before they closed down after the infamous comments by their founder!

I then worked in the costume jewellery franchise in Littlewoods before being made redundant again. When I heard about the opportunity to work with Forum, I was a bit nervous about trying the jewellery trade again, but I’m so glad I did.

I love that there are so many aspects to the job: the jewellery itself, the different gemstones, designs and brands, repairs, transformations, and designing new jewellery. Every day is different.

Challenges in My Role

My main challenges are keeping up with security awareness and time management. We get incredibly busy, and it’s important to make sure that all the little admin jobs are done when we’ve been solely focused on serving customers.

My Proudest Moment

I have had so many memorable occasions here that it’s hard to single one out.

But one very special memory involves a lady who has been coming to see me for years who brought in some unworn jewellery. We melted down the gold before designing and crafting her a beautiful waterdrop pendant. She was then later gifted a diamond, which we then had set in the pendant. We were then commissioned to make a matching pair of earrings, which completed the set. That was very special and meant so much to the customer.

We are often given flowers, chocolates and biscuits from genuinely happy customers who can get quite emotional when they see what we have been able to achieve for them.

I would say that the skills I bring to Forum are patience, tolerance and understanding, which have been honed after 29 years! I’m most proud of the fact that I have been here for so long and have grown with the business.

What Makes Forum Special?

I believe what makes Forum so special is the level and quality of customer service, which we have won awards for, and it is why our customers keep coming back and remain loyal. Also, I have gained qualifications during my time with Forum – I have my Retail Jewellers Diploma and my Professional Jewellers Management Diploma.

My Favourite Piece

My favourite piece of jewellery in the store is a gorgeous 18ct yellow gold ½ carat diamond polo pendant – I just love the design!

Testimonials From Our Customers

“Last year it was our 25th wedding anniversary and I decided to surprise my wife with an eternity ring. Since I had never done anything like this before I needed some advice. I spoke to a lovely lady called Alison, who asked me some questions about the sort of style my wife liked, then showed me some eternity rings matching that criteria. Together we managed to narrow it down to one. When I gave the ring to my wife, she could not have been more surprised and delighted. Thank you Forum Jewellers, you have made my wife very happy.”Pete Foxley

Our team

Alison Crawford


Alison Crawford

Shop Manager

Alison Crawford

Repairs Manager

Alison Crawford

Sales Consultant

Alison Crawford

Sales Consultant