We Mean Business: ‘We are feeling the pressure,’ says founder of innovative Northampton independent
The founder of an innovative Northampton independent admits she and her husband are “feeling the pressure” as a result of the trials and tribulations business owners face in 2026.
Launched at the start of the month, the Chronicle & Echo’s new campaign hopes to help curb future business closures after a bleak start to 2026 across the town.
The twice-weekly stories spotlight what Northampton stands to lose if your favourite businesses were to close down, highlight the biggest challenges they currently face, and encourage greater support from the powers that be and the community before it is too late.
Next to share her insight is Jackie Firestone, who launched Evermore Permanent Jewellery in September 2024. After she and her partner Phil tied the knot in January 2025, he joined the venture.
They now offer more than 50 chains and 60 charms, which customers can pick and choose from. The bespoke and personalised creation is then microwelded onto the individual, and this can be done with bracelets, anklets, rings, necklaces, and hand and belly chains.
Evermore Permanent Jewellery offers appointments from the couple’s home in Duston and frequently pops up at events and different locations across the county and beyond.
Let’s take a look at what Jackie had to say…
How would you summarise your experience of running an independent business in Northampton at the moment?
“We are feeling the pressure,” said Jackie. “The cost of metal’s rising and we’re being cautious with our spending. There’s increasing competition and we don’t have the safety nets like big companies.”
What are the biggest challenges you currently face as a business owner, and what impact do these have on the daily running of your venture?
The founder continued: “The cost of materials, rent and stall prices at events. We have to absorb a lot of that without increasing prices dramatically.
“There’s increased competition and the emotional pressure of running a business to be honest. We love it but it’s not always an easy ride to keep up our reputation in the community.”
What more do you believe could be done by the local authority and national government to minimise your current challenges and ensure your survival throughout 2026?
“We would love to be more central in the town, but rents and rates are making that absolutely impossible for us,” said Jackie. “If they could do more with the Market Square, which is a real sore subject at the minute, there could be good footfall.
“I know The Creative Place has put on their own markets as we’ve attended them. If there was a crafters market once a month, there would be good footfall as people want to know what’s going on and who’s there. They could offer affordable stall fees and they’ve got the space.”
What do you believe Northampton stands to lose if your business were to close down? What unique offerings do you bring to the town that would be sorely missed?
Jackie said: “Our small business brings connection. When people choose to spend money with us, it’s very personal. It might be a memorial piece, a milestone or they come along with friends or their mum.
“That piece of jewellery will stay with them everyday. It’s always really special and an honour when people share their stories with us.
“It’s not just if Evermore didn’t exist, it’s if a lot of small businesses didn’t exist, the town would be faceless. People wouldn’t get the personal experience, the knowledge and know-how. Small business owners spend years learning their craft, you don’t get that from a chain store.”
What small actions can our readers and the Northampton community take to support your business in 2026?
Jackie emphasised that community support makes a noticeable difference to Evermore Permanent Jewellery, particularly leaving reviews and sharing their social media posts.
“We’re not just jewellery, we’re very experience-led,” said Jackie. “You don’t come to us to buy a finished piece off the shelf. It’s personal – you choose and build it, and we put together the finished product.”
You can pay Evermore Permanent Jewellery a visit at Abington Park Museum on March 7 and 8, Binky’s Boutique on the evening of March 14, and the Old Dairy Farm Craft Centre from March 10 to 15 from 10am until 4pm each day.