AFTER almost four decades in the jewellery trade, his desire still burns bright to offer the very best service to customers.
From emeralds to diamonds, there are not many things Mike Rice cannot tell you about the jewellery industry.
He started out as an apprentice at the age of 16, learning the ins and outs of his trade in an underground workshop in George Street, Hull.
Now, almost 38 years later, he has opened the doors to a new £600,000 jewellery store in the heart of the city.
Mike said he never imagined being in the position he is now in while he was undertaking his apprenticeship.
"It is a story of good luck and perseverance, he said.
"That has been the recipe for success for me and the company as a whole. That and to just try that little bit harder than your competitors.
"I have met a lot of characters throughout my career and it has been a privilege meeting the people I have on my journey.
"As a young apprentice, seeing the craftsman working was something that was incredible to me. I wanted to reach that level."
Hugh Rice jewellers has been helping people to find the perfect piece of jewellery for more than 40 years.
Stocking the finest international brands, including Pandora, Omega, Swarovski and Tag Heuer.
Maintaining a successful business in a much saturated market is something all companies are faced with, especially in such a trying economy.
However, Mike believes the foundations the company is built on is what makes it stand out from the crowd.
"This company was built on providing exceptional service to the customer and that is something that has not changed," he said.
"The extension of the Hull store and the introduction of the Beverley base shows our commitment to the area.
"We are not just here for a quick buck. It is about the long-term delivery of a service because without that we are just the same as everyone else.
"We continue to invest in the company, even in the middle of this recession, so it is an exciting time for everyone."
The drive towards providing the best possible service to customers in the long-term is something Mike feels is just as important as the initial consultations.
He said: "Jewellery represents the best things in everybody's lives. It marks special events that people celebrate.
"We are so lucky in this business to be part of people's good times."
Growing up, Mike was surrounded my master craftsmen plying their trade, an experience he believes has led him and the company to being one step ahead of his competitors in recent times.
Mike said: "We all really loved what we did when we were starting out and that created a really good working environment.
"It was a really good time for a young apprentice like me, being surrounded by such passionate people.
"We were allowed to develop our own style and unique touches which is something jewellery design is all about and that notion of being different is something that is carried through the company.
The jewellery industry has gone through a lot of changes since Mike began his career.
Trends are becoming increasingly prevalent within the profession and Mike believes spotting them before the high street shops is vitally important.
"We recognised a few years ago there was a trend away from yellow metals to white metals," he said.
"We recognised faster and quicker than most companies and reaped the benefits from that."
The continued success of the company has meant it has been able to open its extended 5,000sq ft store in St Stephen's shopping centre.
Since opening, it has been heralded as a leading example by professionals in the industry and, more importantly to Mike, the customers.
"I am delighted to be able to open this new store and offer our customers something a little special," he said.
"We have had some fantastic comments from customers and industry experts have told me they have not seen something like this outside of London.
Now this extension of the business has been completed, Mike says next year is about consolidation and adding the final touches to what he hopes will be another successful chapter in Hugh Rice's history.
