Cheshire Gold Xchange announces charity partnership with Mind

Cheshire Gold Xchange partners with Mind to expand Mental Health Support

Cheshire Gold Xchange, a leading family-run gold-buying business in the North West, has announced a strategic partnership with mental health charity Mind to help broaden access to vital mental health services across England and Wales.

The collaboration comes amid growing economic pressures, which are contributing to rising levels of anxiety, depression, and financial stress in households nationwide.

As part of the new initiative, customers who send in jewellery to Cheshire Gold Xchange—either via post or in person—will now have the option to donate items identified as costume or gold-plated jewellery, which typically hold no precious metal value. Previously, such items were either returned to the sender or discarded according to individual preferences. Under the new scheme, these pieces will instead be redirected to Mind’s network of high street charity shops.

Cheshire Gold Xchange will manage the sorting and delivery process at no cost to the charity. Revenue generated from the sale of donated jewellery will support Mind’s frontline services, including its confidential Mind Infoline, local counselling services, and peer support programmes. The funds will also help address growing demand amid record NHS waiting lists for mental health care.

Jordan Gregson, Managing Director of Cheshire Gold Xchange, said the partnership aligns with both customer values and current economic realities.

“Our customers range from collectors to families looking to unlock value from inherited pieces, often driven by the rising cost of living,” he said. “This initiative gives them an opportunity to turn unwanted jewellery into tangible support for people struggling with mental health challenges.”

According to recent data, one in four people in the UK experience a mental health issue each year. Demand for services has surged in recent years, placing increasing pressure on charities like Mind to fill the gap left by overstretched public services.

The cost-of-living crisis, characterised by rising energy bills, rent, and food prices, is compounding mental health challenges. Cheshire Gold Xchange reports a 30% year-on-year increase in customers selling unwanted gold—an indication that more people are relying on personal assets to manage financial strain.

Kayleigh Waters, Store Manager at Mind’s Warrington branch, praised the initiative for turning everyday actions into meaningful support.

“Financial pressure and poor mental health often go hand in hand,” she said. “This partnership shows that even something as simple as donating old jewellery can make a real difference. We’re incredibly grateful to Cheshire Gold Xchange and their customers for helping to fund life-changing services.”

In addition to its mental health impact, the initiative also promotes environmental sustainability. By diverting quality costume jewellery from landfill, the scheme supports the circular economy and offers a second life to pre-loved items.

With regular shipments now flowing from Cheshire Gold Xchange to Mind’s retail outlets, the partnership is turning unused jewellery into long-term social value—supporting individuals, communities, and the environment.