Our friends at Fifth Avenue Diamond Jewellers in Takapuna are celebrating 75 years of business in November 2025 – a wonderful achievement. For owner Adrian Turner, November means a double celebration – it’s also 20 years since he bought and took over running the business from his boss at the time. That was 1 November 2005. It’s also 10 years since Fifth Avenue moved to its fabulous new store at 5 Hurstmere Road.
As their New York namesake suggests, Fifth Avenue’s speciality is diamonds, custom/bespoke design and manufacture, and coloured gemstones. Each of their staff members is highly trained in design and able to provide advice and information, with two being GAA graduates in practical diamond grading. They create some truly special pieces, and love helping people with enquiries about remodelling, remaking, designing bespoke items and repairs, etc. There’s also a comprehensive range of diamonds, coloured stones and gold jewellery, with Fifth Avenue’s own designs and signature collection.
Channel Mag’s Aidan Bennett caught up with Adrian Turner during October to look back over those 20 years and to see what’s new in the world of diamonds and more!
Adrian, congratulations on your milestones, you must be very proud.
I am extremely proud. We’ve come a long way – 75 years is certainly a milestone. This month is all about celebrating the past, present and the future. And 10 years on, we are thrilled with our Hurstmere Road store and the wonderful team we have. Many have played a part in this remaining a destination store for so many.
Our team all share my passion for what we do. We have Hannah (store manager), my daughter Emma, who is a certified diamond grader and design specialist, Nina and Gail, who work in the store and look after lots of our admin – office and accounts – and Samisha is our newest team member, who is very quickly learning the business.
When did you join the business, and how did you get involved originally?
I started my jewellery career just over 38 years ago. My interest in jewellery was first piqued as a 10-year-old in England when I washed the local jeweller’s car and saw a television mini-series that glamourised the lifestyle of an international diamond dealer. Soon after this, my life was upended as the family shifted from metropolitan England to Rotorua. When it came time to leave school, I considered three choices: a police dog handler, a vet, or a jeweller. I chose jewellery and landed a job in a family-owned jewellery store. In 1994, my boss purchased Fifth Avenue Jewellers (then in Shore City) to add to his Rotorua and Tokoroa stores. I shifted north and 10 years later took over as the owner of what, by then, had become a highly regarded local institution. I always wanted to have my own jewellery business where I could serve customers and fulfil my passion for design and manufacture.
What is the secret to the business's sustained success?
Firstly, it’s a privilege to be in this industry. We sell nice things to nice people. It’s all about people! Customers, staff, and valued suppliers – they all play a very important part.
It’s a very personal industry – we’re invited into customers' lives, and are part of special moments and celebrations as we help people select the perfect piece for themselves or loved ones. That, too, is a privilege.
I believe our success is all about understanding the customer’s wishes, and the preferences and personality of the person they are buying for. There’s no pressure selling. We help customers make decisions based on our understanding of what they like and don’t like.
We have a nice point of difference because we offer a quality product that we design in-store. What we design is enduring and something they get lots of pleasure out of. Our professional and personal service also ensures a lovely experience in-store.
It’s not really that secret, but it does all add up to sustained success!
What are the current trends in jewellery, and how are you embracing them?
There’s a major shift from white metals – white gold and platinum – back to traditional yellow gold. There’s a growing demand for bold statement pieces, coloured stones and bigger designs. Bezel-set jewellery is also popular, rings, pendants and earrings, as are ball chains and unique gold pieces.
We know you travel a lot to buy from all over the world. Where have you been in 2025?
It’s been a big year! This year I have been to the United Kingdom and Europe, including Paris. Paris is a great place to look at store and jewellery designs as well as trends. My daughter Lisa works in jewellery in the UK, so that’s another reason to visit London. We were thinking about expansion, maybe opening a store in Hatton Gardens in London, but decided against that at this time. We decided to reduce stress, though we may look to do that in the future. This year, I have also been to Hong Kong and Australia (twice) to look at trends and visit suppliers.
Any special birthday offers that Channel Mag readers should know about?
We have a very special birthday event happening on Friday 14 November in-store. Our birthday month will include a 20% off promotion from 15 to 27 November with savings on diamonds, coloured stones, and gold jewellery in-store.
With Christmas just around the corner, do you have any advice for those buying prezzies – for men or women?
Absolutely! With the surge back to gold, we are extremely well-stocked with gold and diamond pieces across all price points. November will be a great time to buy for your loved ones at Fifth Avenue! There’s always something special about diamonds at Christmas time.
What are you and your family doing to relax in summer 2025/2026?
We’re off to Melbourne in December for Christmas and the New Year. I’m looking forward to beers, barbecues and family as we finish off 2025 and welcome 2026!
Fifth Avenue Diamond Jewellers
5 Hurstmere Avenue, Takapuna
fifth-avenue.co.nz
