Brent and Aimee White – The Experts on Jewellery in Timaru

Timaru is the kind of place where a local business can be both a workshop and a community hub. The Ringmakers sits at that intersection — a jeweller’s bench where metal and stone are transformed into objects that mark life’s biggest moments, and a shopfront where neighbours stop in for a chat as much as for a ring. We spent time with Brent and Aimee White to learn how a small, family-run workshop has thrived for decades, why handcrafted jewellery still matters, and what makes South Canterbury a special place to live and run a business.

To watch a highlight of the interview this article is based on, click below:

Meet Brent and Aimee

Brent grew up in Timaru and left school to start an apprenticeship at The Ringmakers in 1993. Over three decades he has learned the trade from the ground up, moving through the workshop and eventually purchasing the business with Aimee in 2016. Aimee is also local, trained at Canterbury University, and spent several years teaching at Timaru Girls High School before joining the shop when they became owners.

Purchasing the business was a milestone for both of them — and a story they remember well. They bought The Ringmakers in 2016, a date that also happened to be their wedding anniversary. That blend of personal and professional commitment is visible in everything they do.

From Apprenticeship to Ownership

Brent’s journey is a classic trades-to-ownership story. He started as an apprentice, spent decades learning the many micro-skills of jewellery making, and then stepped into the owner role. The transition brought new responsibilities: more people management, more business decisions, and a different kind of pressure than the bench ever created.

Aimee arrived with a different skillset. She had little retail or store management experience, but she brought strengths from teaching — especially people skills, communication, and community focus. Together they split roles naturally: Brent leads the workshop and the craft, while Aimee manages the shopfront, staff, and customer experience.

Craftsmanship: What Goes Into a Handmade Ring

One of the most surprising things about The Ringmakers is how much of the process still happens by hand, on-site. The work does not begin with pre-made parts. It starts with a blank, raw bar of metal — gold, platinum, or another precious metal — which is then shaped, formed, and finished by hand.

The steps involved include rolling metal through rollers, drawing wire through plates, hammering, sawing, filing, soldering, bending, and final polishing. Stone setting and all finishing work are done in the same Timaru workshop. That means every piece is genuinely handmade from start to finish.

There is a big practical difference between handmade and mass-produced jewellery. When metal is handworked — rolled and compressed repeatedly — it becomes tougher and more durable. That is one reason handcrafted pieces often outlast factory-produced jewellery and why The Ringmakers emphasise quality over quick turnover.

How long does it take?

Production times vary widely depending on complexity. A simple wedding band might take as little as half an hour. A typical engagement ring with a central gemstone and a few side stones often takes between four and ten hours of uninterrupted bench time. Highly complex commissions with hundreds of stones can take 25 to 30 hours or more. Each piece is a labour of love requiring focus, skill, and patience.

A Culture of Training and Recognition

Craft skills are passed down through apprenticeships. Brent himself began as an apprentice in 1993 and has since carried on that tradition. The Ringmakers take training seriously — not just for the sake of business, but to keep the industry’s high standards alive in South Canterbury.

Recent recognitions underline the quality of that training. Brent was awarded his master jeweller certification, a title that requires trade certification, proven experience in training apprentices to completion, and a reputation for upholding industry standards. The previous owner, Graeme Castle, also earned the same recognition and still helps in the workshop occasionally.

Their apprentice, Barnaby, won the jewellery industry’s apprentice of the year award for 2025. That award reflects both natural talent and hard work: alongside bench skills, apprentices must complete essential paperwork and demonstrate competence across a wide range of tasks. Seeing the next generation succeed locally is a source of pride for the owners.

Customer Service That’s Truly Local

The Ringmakers’ approach to customer service takes advantage of being small and local. Aimee describes the shop as being part of the community — staff are encouraged to spend time chatting with customers. For many locals, popping in for a browse and a conversation is part of the rhythm of town.

The team treats every repair and commission as precious, regardless of monetary value. Whether a customer brings in an heirloom worth tens of thousands or a sentimental piece with modest value, the same care applies. That respect for people’s treasures helps build long-term relationships: some clients have been with The Ringmakers for 40 years.

What we tell customers to expect

• Personal conversations matter: design and selection are collaborative, and good listening is part of the service.
• Handmade takes time: be prepared for lead times that reflect the care that goes into each piece.
• Repairs are handled with respect: every item is treated as a treasured possession.

Business Wins and Challenges

Running The Ringmakers has had its fair share of highs and lows. The business celebrated a notable milestone when it hit its 40th anniversary in 2025. For Brent and Aimee, owning the business for a decade represents a significant slice of that history.

Like many retail and service businesses, The Ringmakers were affected by the COVID-19 pandemic. Their work is very hands-on and relationship-driven; customers often come into the shop for a conversation and a fitting. Lockdowns and restrictions made that model difficult. Still, they managed to keep trading in some capacity and adapted where necessary.

Their recent wins include the master jeweller certification and their apprentice’s industry award. These recognitions reflect long-term investment in skill development and quality workmanship, and they help position the business as a destination for bespoke, durable jewellery.

Why South Canterbury Works for Them

Brent and Aimee chose to stay in South Canterbury for reasons that go beyond convenience. They value the cultural and outdoor amenities on their doorstep — art galleries, museums, libraries, coastal walks, and tramping routes. For people who enjoy arts and nature, Timaru offers a balance that larger cities often lack.

The local economic environment helps, too. In a town like Timaru you can earn well relative to lower housing costs, which makes it easier to get ahead. There is a culture of loyalty: locals actively support independent businesses. That community support, combined with a friendly, small-town atmosphere, creates a fertile environment for a craft-based, customer-driven business.

Community traits they appreciate

• Friendly streets: people often say hello in shops and on the street, even to newcomers.
• Support for local business: shopping local is a genuine part of the culture.
• Access to city amenities: Christchurch is close enough to catch concerts and events while still living a small-town life.

Working Together: Marriage and Business

Running a business with your spouse is not for everyone, but for Brent and Aimee it works well. They play to each other’s strengths and have clearly defined roles: Brent focuses on the workshop, Aimee runs the shop and promotion. That division helps reduce conflict and enables fast, shorthand communication when decisions are needed.

They do need to set boundaries. It is easy for work to bleed into family life, so they deliberately draw limits. Their daughter helps with that by calling out “no work” during family walks — a gentle reminder that balance matters. Their compatibility, shared interests, and mutual respect underpin their ability to spend long hours together professionally and personally.

Leadership Lessons: What We Can Learn from Their Journey

A few leadership insights stand out from Brent and Aimee’s experience:

1. People matter more than systems: having the right team and personalities that gel is crucial. Skills can be trained, but culture and commitment are harder to instil.
2. Underpromise and overdeliver: this teaching mantra from Aimee’s earlier career holds in business: set expectations conservatively and delight customers with more than they expect.
3. Community integration pays off: being genuinely present in the local community — chatting with regulars, supporting local events — builds loyal clientele who return year after year.
4. Keep training alive: investing in apprentices sustains craft standards and connects the business to the future of the industry.

“Underpromise and overdeliver.” — Aimee White

The Role of Local Business Support

Being part of business networks makes a difference. The South Canterbury Chamber of Commerce has been a useful partner for advice, networking, and support during tough times. For small business owners who spend most of their time in their own workplace, external networking opportunities provide perspective, new ideas, and practical help.

Brent and Aimee highlighted the Chamber as approachable and helpful, particularly in moments of uncertainty. Education programs, networking events, and straightforward advice have been valuable, even if a busy workshop schedule makes attendance a challenge.

Final Thoughts

The Ringmakers is more than a jewellery store. It is a place where craft, community, and care intersect. Brent’s decades of bench experience combined with Aimee’s community-focused approach create a business that honours workmanship and relationships.

If you value something that is made to last, made with skill, and made with personal attention, then supporting local workshops like this one helps preserve valuable trades and keeps communities vibrant. For us, that combination of craftsmanship and community is the reason small businesses like The Ringmakers remain central to South Canterbury life.

Whether you want a wedding band made from scratch, a repair handled with respect, or simply a place to pop in for a friendly conversation, there is a human scale to this business that larger retailers cannot match. That human scale is the work — and the gift — of a craft kept alive by people who care.

For more articles like this, visit the South Canterbury Website.