York Ice Trail Reigns Supreme For Bradley’s Jewellers York as 1,430 Shoppers Enter Popular Competition

10 Feb 2025

Independent and multi-award-winning jewellery business Bradley’s Jewellers York is celebrating another hugely successful competition, held in conjunction with the annual York Ice Trail from February 1-2, 2025.

The business’ life-sized ice sculpture, which wowed crowds on Low Petergate, featured impressive yellow petals and an orange centre with icy facets to mimic the shape of cut sapphires. At the heart of the sculpture, a York Daffodil pendant and chain in sterling silver (worth £1,000) was frozen in place, giving passers-by a unique glimpse of the competition prize. Further information about this year’s prize can be found here.

Bradley’s Jewellers York Owner, Kay Bradley, says,

“We have participated in the York Ice Trail for more than a decade, and it is undoubtedly one of the best customer-facing events our city has to offer. As a business owner, it is an unmissable opportunity to meet local residents, engage new customers, and participate in something that’s full of personality and charm.”

This year, the company’s York Ice Trail competition to win a York Daffodil pendant secured more than 1,430 entries – a record for the business to date. A simple QR code outside the retailer’s Grade II Listed boutique transported shoppers directly to a dedicated landing page, where they were asked to answer a simple question about the humble daffodil to enter the draw.

The winner - Sarah Gabbatiss from York - was chosen at random on February 4 and was contacted directly by the Bradley’s Jewellers team. All other entrants will now receive a money-off voucher, entitling them to a £100 discount on qualifying items with an RRP over £595 until March 31, 2025.

As a result of the competition, Bradley’s Jewellers York can also add hundreds of customers to its in-house mailing list, who will now receive regular communications, special offers and invitations to shopping events.

Bradley adds,

“The York Ice Trail is the perfect start to the year, allowing us to surprise and delight our customers, entice new shoppers, build our mailing list, and tempt people to return for Valentine’s and Mother’s Day purchases. It would be great to see more businesses participate in 2026 to make the High Street a positive place to be for families.”

The York Daffodil collection, first unveiled in 2022, is crafted in sterling silver, 9ct and 18ct gold and set with pear-shaped yellow sapphires, round brilliant-cut orange sapphires, and pear-shaped citrines. The collection was designed by Kay Bradley to celebrate the yellow daffodils that bloom around York Minster in springtime, kickstarting what is now a long line of Yorkshire-themed, British-made fine jewellery ranges for the business.

View Bradley's Jewellers York

Source: Bradley's Jewellers, York