Jason and the Argos Gnomes (Part Twenty): A 9 Carat Gold St. Christopher Pendant

Just the thing for travelling from one Argos store to another

Key to the success of the Argos retail chain is the Elizabeth Duke jewellery section. Part and parcel since the mid-1970s, it has cut out the middleperson in jewellery sales within its portfolio. Hence the lower prices, and how in recent years it has been associated (unfairly) with Chavdom.

Shortly after Richard Tompkins formed the Argos Catalogue Shop chain, he took the name ‘Elizabeth Duke’ from his wife. Whatever you say about Elizabeth Duke, it has democratised the purchasing of jewellery. It has made for a less snooty and invasive environment for shoppers. In its catalogues, it has been placed near the front, with the aim of impulse purchases.

Back in 1985, the average Tameside citizen had to travel to Manchester or Oldham for their nearest Argos store. The item we are about to see may be appropriate for our journey on the 216, 218, 219, 343 or 409.