[9] The company traces its origins to a small jewellery shop founded by James Pascoe in Auckland in 1906.

Under their control, the original family jeweller has turned into a 'retail empire' encompassing eight New Zealand and Australian retailers.

[13] At the time of the acquisition of Angus & Coote, David Norman commented "To us it makes sense to harness the economy of scale when it comes to sourcing, and marketing"[11] Rivals of the James Pascoe Group include Michael Hill International (although JPG is over four times its size),[7] and Showcase Jewellers (with almost 250 stores in Australia,[14] and around 30 in New Zealand)[15] Acquiring Whitcoulls made JPG the biggest tenant of New Zealand's then-12 Westfield shopping centres.

After the death of James Pascoe in 1966, the business was managed by a trust until Anne and David Norman took control in 1980.

[19] While some growth throughout the North Island took place under the trust, it wasn't until Norman control that the group started expanding into the rest of the country.

The Wellington shop on the corner of Lambton Quay and Willis Street is a New Zealand Historic Places Trust "Category II listed" building, built for Dawson in 1901.

[19] Today the company acts as JPG's upmarket New Zealand diamond, jewellery and watch retailer, with 15 stores across the country.

In 2012 Prouds was reported as being the largest retailer by market share in Australia's estimated AU$3.8 billion jewellery industry.

[32] In 1992 Farmers was purchased by DEKA, the Maori Development Corporation and Foodlands Associated Ltd (FAL), which in 1993 took a controlling interest in the then-Farmers-DEKA Group.

[34] In 2003 Farmers became James Pascoe Group's largest purchase yet, the retail arm bought for $122.3 million from Foodlands.

Foodlands had been attempting to sell the loss-maker, but struggled to find a buyer for the 64-store chain as several interested parties found the $300 million-plus asking price too high.

David Norman was appointed CEO in 2004:[34] "Believe it or not Farmers approached my wife and I regarding the possibility of operating Pascoe jewellery concessions within the department stores.

Attempts have been made to attract a younger customer, such as Switch and Substation youth clothing brands with dedicated concept areas, and changing Prouds-branded jewellery kiosks[31] to Goldmark.

[11] In March 2007, JPG successfully completed a $A76m ($NZ87m) takeover bid[39] of the loss-making family-owned jewellery group,[11] including brands Amies in Queensland, Dunklings in Victoria and Edments in South Australia and Western Australia (all completely rebranded to Angus & Coote after November 2008)[38] and Goldmark.

[11] At the time of the purchase, David Norman suggested one or more of newly acquired Angus & Coote brands could be launched in New Zealand.

[9] At the time of its purchase, David Norman was interesting in the development of a market around fashion-oriented jewellery for younger consumers, commenting Goldmark had "great potential on both sides of the Tasman.

[45] James Pascoe Group purchased the 83-year-old family-owned kitchen, table and giftware 20-store[19] chain in November 2007.

Just weeks later, on 29 April, the 8 university-based Bennetts bookstores were sold to New Zealand private investor Geoff Spong.

[52] The rest of the nationwide book and stationery retailer became James Pascoe Group's latest acquisition in May 2011,[53] with REDgroup being placed in voluntary administration.

Whitcoulls managing director Ian Draper said "Our ultimate goal is for this store to be the best book and stationery store in the southern hemisphere"[51] Speculation ended up being true, however, when Whitcoulls Queen St closed in mid 2015 and was reopened as Farmers later that year in December.

James Pascoe Group stated the decision to rebrand the Whitcoulls store to Farmers was made in light of the improved fashion and retail offering on Queen Street.

The owners of the James Pascoe Group have been described as 'secretive'[12] and 'media-shy',[56] rarely giving interviews[32] and not appearing in tabloid magazines.

[31] Despite a reported net worth of half a billion dollars,[4] they claim to live a modest lifestyle, with Anne shopping at Farmers.

They had managed to acquire a 'string of major brands in prominent locations' without pressures from debt, in contrast to many struggling private equity investors.

"[16] Both raised in Auckland,[32] Anne Pascoe met David Norman in the 1970s while he was working for Xerox in marketing and sales positions.

[3] After the purchase of Farmers Trading Company Ltd in 2003, he appeared on local consumer television show Fair Go to respond to customers complaints of unreasonably long waits for delivery of large items.

[3] In 2006 he resigned as CEO to focus on newly purchased Australian Angus & Coote and Goldmark businesses.

[2] The couple were both made Companions of the New Zealand Order of Merit in the 2012 Queen's Birthday Honours List.