UNITED KINGDOM / AGILITYPR.NEWS / June 26, 2025 / Cheshire Gold Xchange, the North West’s leading family-owned gold-buying business, has announced a new partnership with mental health charity Mind. The collaboration aims to improve access to essential mental health support across England and Wales, particularly at a time when financial pressures are understood to be contributing to rising levels of anxiety and distress.

When customers send jewellery to Cheshire Gold Xchange - either by post or over the counter - items are tested to determine gold content. Pieces found to be costume jewellery or gold-plated, which hold no resale value as precious metals, are typically returned or disposed of in line with the sender’s wishes. Under this new partnership, customers will now have the option to donate those items to Mind’s network of high street shops via Cheshire Gold Xchange.

All donated items will be sorted by Cheshire Gold Xchange at no cost to the charity and distributed to Mind’s retail stores. Proceeds from their sale will directly support Mind’s frontline services, including the Mind Infoline, which provides free and confidential guidance on mental health conditions, treatment options, local services, and legal rights. Funds raised will also help deliver counselling and set up peer support groups, ensuring that greater mental health support is available for those who need it. 

“Our customers range from collectors and enthusiasts to families selling inherited items,” said Jordan Gregson, Managing Director of Cheshire Gold Xchange. “What unites them is the desire to make better use of what they already have, occasionally in response to rising household costs. This partnership gives them the opportunity to turn those decisions into something even more meaningful by supporting a cause that touches so many lives.”

The initiative launches against the backdrop of a growing mental health crisis in the UK. One in four people will experience a mental health problem in any given year, yet access to timely support remains a significant challenge. 

NHS waiting lists are at record levels, and charities like Mind are seeing unprecedented demand for their services. The cost-of-living crisis is compounding the issue, with rising energy prices, rent, and food costs pushing more people into financial hardship, which in turn increases the risk of anxiety, depression, and emotional distress. Cheshire Gold Xchange has reported a 30% year-on-year rise in the number of customers selling unwanted gold, showing that more households are turning to existing assets as a financial buffer. While not all sales are driven by immediate need, the company is witnessing how economic uncertainty can impact mental wellbeing.

Kayleigh Waters, Store Manager at Mind, Warrington, says, “Money worries and poor mental health are closely linked, and right now, more people than ever are trapped in that cycle. This partnership with Cheshire Gold Xchange shows how everyday decisions, even something as small as parting with old jewellery, can help fund life-changing support. We’re grateful to everyone choosing to donate, and to the Cheshire Gold Xchange team for making this possible.”

While improving access to mental health support is the core purpose of the partnership, the initiative is also delivering broader benefits. By diverting quality costume jewellery away from landfill, it promotes more sustainable consumption and supports the principles of a circular economy. Items that might otherwise be forgotten or discarded are now being given a second chance, being resold in Mind’s charity shops to be enjoyed by new owners. 

With regular consignments now leaving Cheshire Gold Xchange for Mind’s retail network, the scheme is turning unused items into lasting social value.

For more information, visit http://www.mind.org.uk/

https://cheshiregoldxchange.co.uk/