'Romance is definitely in the air': The jewellers who have been delighting Valentine's Day couples for 100 years

It’d be obvious to assume that young lovers will be flocking to Fred J Malcolm to pick out rings before proposing to their sweethearts on the big day, but that’s not the case; in fact, the store is far more likely to sell engagement rings the rest of the year.

For Valentine’s Day, says the firm’s Lesley McCullough, they see slightly older couples already in wedded bliss coming to get necklaces and earrings as gifts for their partners.

“We find, locally, that girls don’t want to get engaged on Valentine’s Day,” she told the News Letter. “It’s almost as if they’d see it as cliche; they’d prefer something with a personal meaning, so they don’t go for the big holidays.

“There might be the odd proposal and people might come looking in the week before Valentine’s, but generally that would be something that’s been in the pipeline for a while.

“There’s still romance; if you get a piece of jewellery for Valentine’s Day, it signifies that your relationship has moved on a step, it’s more serious. It’s not cards and flowers, which are lovely but quite fleeting.

“People in committed relationships come in and buy presents, though not usually rings, and engagements would be unusual.

“We’d cater more to giftware for people aged 30-plus around this time of year, though what we’re seeing is necklaces, earrings and pendants. Rings would usually only come in if it coincides with someone’s anniversary.”

There’s also a surprise market that springs up around Valentine’s Day, she adds – teachers. But it’s not because they’ve been seized by the romantic spirit of the season.

“It’s half term, so teachers have a bit of extra time,” says Lesley, “and it’s February, so most people haven’t booked foreign trips away. As a result, we’ve had a lot of them come in; I’ve seen three sets of teachers myself this week.”

And if anyone should know what Northern Ireland wants, it’s Fred J Malcolm. The family-owned jewellers has been on Belfast’s Chichester Street since 1926, and still retains its distinctive Edwardian shopfront – a glimpse into the city’s traditional past, while much of the surrounding area has been replaced with modern buildings since the turn of the century.

“We get a lot of tourists coming through, because it’s such an old shop,” she says. “In many ways, we’re part of the make-up of Belfast city centre.

“Being here so long, what’s lovely is when we get generations coming. Young people will show up to buy their first piece, not knowing anything about us except that their granny came here; older people bring their children and grandchildren in.

“I’ve been here 30 years, and I often say it’s like being a teacher, seeing the new generations come through – but that sort of loyalty is invaluable, and we pride ourselves on being able to inspire people to want to keep coming back to us.”