Everything before my eyes shimmers and sparkles. Stunning gold, platinum and diamond rings, pendants and earrings are paraded in front of me, each more beautiful than the last.

When I'm asked to pick my favourite, I can't possibly decide - they are all exquisite.

Jeff and Beverly Franses smile as they show me more of the pieces designed by their son James - himself a fourth generation jeweller, but the first in the family to create his own fine jewellery.

James grew up around beautiful antiques and jewellery, and soon discovered he had a keen eye for sketching and designing his own creations.

After an apprenticeship in London he returned to the family business, which has been based in Westover Road since 1989, and now spends his time creating stunning collections which are exclusive to the Franses store.

"I always had a love for it," he smiles "I came back to Bournemouth in 2000 having built up my experience in London with fine jewellery, I could see how things were made and thought 'I'd love to create our own collections here'.

"In the last two or three years that's what I've been really focusing on."

James's workshop is littered with sketchbooks of ideas and he shows me how the design is first created, until the finished product is completed with the finest quality sparkling diamonds.

"I've focused on fine, stylish jewellery, which is how jewellery should be, it should be comfortable to wear and it should show off the diamonds to their full potential. I have a fabulous collection of platinum diamond engagement rings which I’ve created," he explains.

"My own collections have been really well received, so I've got more in the pipeline as there's been such a demand. It's now pushing me and allowing me to do more and more interesting designs."

While he doesn't have a particular signature style, keen surfer James admits many of his designs are influenced by his love of the sea.

"I have a keen eye for experimenting with designs," he adds. “Currently I’m working with rare coloured diamonds, fabulous greens and pinks. I have a really beautiful organic design in mind inspired by the dramatic Jurassic coastline and the stunning natural beauty which is all around us in this area.

"My signature pieces cover an array of different styles so you can always find something that you might like, whether it's contemporary or more traditional jewellery."

While James does not take on bespoke orders, he will happily tailor one of his existing designs to suit a client’s requirement, an ethos in keeping with the Franses brand.

James's next plan is to create more signature pieces for the family jewellers, to be sold exclusively in the store.

"They will have a beauty and an elegance about them, and of course I will be using the finest diamonds," he says.

"This is why it’s so special, this is what I love to do."

To find out more about James’s collections, visit franses.co.uk or contact Franses Jewellers on info@franses.co.uk