Birmingham shop loved by celebrities announces closure in 'difficult decision' The Jewellery Stop has been a colourful feature of Kings Heath for more than 15 years The Jewellery Stop - an independent business with a classy frontage on Poplar Road, Kings Heath (Image: Nick Wilkinson / BirminghamLive ) A Birmingham boutique that counts celebrities including The Great British Bake Off's Dame Prue Leith and TV broadcaster Clare Balding among its customer base has announced that it will be shutting up shop. The Jewellery Stop has been a vibrant feature of Kings Heath's Poplar Road for more than 15 years, selling colourful jewellery from Victoria McGowan-Smyth's Watch This Space, plus curated collections of accessories from across the UK and international designers. ‌ The independent brand attracted glowing reviews from customers at its bricks and mortar store as well as visitors to its regular pop-up stalls at markets and trade shows, who praised its 'gorgeous' and 'unusual' pieces and 'fantastic' service. ‌ Read more: 'Landmark' development announced for old Marks and Spencer store in Birmingham BBC Sport presenter Clare Balding is a regular wearer of The Jewellery Stop's necklaces and often features in posts on the shop's social media pages. However, owners announced their 'difficult and heartfelt' decision to close their physical shop next month to prioritise the online side of their business. Article continues below In a post shared on Facebook, The Jewellery Stop said: "Dear loyal customers of Kings Heath and beyond, here at The Jewellery Stop on Poplar Road we have made the difficult and heartfelt decision to close our shop on Friday, May 2. "We have 30 per cent off selected items including KEW gardens soaps and hand creams, greeting cards and selected jewellery. Do come and see us in store during our last few days! "Whilst our shop is closing, we are not going far. Our click and collect service will still be available to our loyal customers and we will continue to dress our shop windows with colourful and inspiring products form our online range. ‌ "We are making this change in order to create a dynamic and inspiring office space to continue to grow our online business and evolve with changing shopping trends. "We appreciate this adjustment to online only may not suit everybody and we hope to be able to offer an alternative shopping experience further down the line. Please follow our Facebook page for updates or check posters in our shop windows. "We are so grateful to everyone who has shopped with us over the years, thank you for being part of our journey." Article continues below Fans of the store responded to the news with sadness, with one writing: "Blimey. Sad news. Who will I stop and chat to every day? All the best for the new venture folks." And another regular commented: "So many compliments for your earrings. Love them. Will miss my chats in the shop."