Beards Jewellery


Beards Jewellery

14 June 2017

Beards Jewellery Takes up Residence in London With New Store in The Royal Arcade

Prestigious Beards Jewellers is opening a store in London to boost its bespoke jewellery offer beyond that of its current location in Cheltenham, which has been running for an impressive 213 years.

Beards has had a presence by appointment in London for 11 years and has decided to grow the business in the capital, whilst remaining in Cheltenham also. Alex Rose, managing director, explains: ‘We wanted to grow the business and we feel London is crying out for a premium, high end jeweller who is willing to design and create commissions, repair and remodel existing jewellery without the Bond Street price tag.

Currently, there is no one focusing on bespoke jewellery and working with clients to create the clients’ ideas no matter what price point, but Beards’ presence will change that.’

Based in the prestigious Royal Arcade in Old Bond Street, Beards’ new store will be home to primarily unique pieces, created from some very rare gemstones. It will also house its renowned selection of bridal jewellery, including engagement rings and wedding rings, as well as classic rings, earrings and diamond pendants.

Home to everything the Beards has become synonymous with, Alex describes the Old Bond Street location as one of ‘spectacular architecture and heritage, making it the perfect home for showcasing our breath-taking jewellery.’

Beards’ London store will be intimate, with an on-site jewellery designer. Customers will not have to make appointments and will experience a relaxed and comfortable environment with real expertise and creativity on site.

Beards is a family-run jewellery store, and is run by Alex, who is 6th generation. He says: ‘We are delighted to be opening this store in London to enable our London-based customers to visit us and use us to assist with all things jewellery and watch related. Our aim is to provide somewhere for those people who want to have jewellery made by some of the best craftsmen in the UK and to create their dream piece of jewellery.

‘The flagship store in Cheltenham has had great success and we look forward to bringing our unique gemstones, creations and customer service to London.’

Beards London will open for a soft launch on June 14th, as well as opening to the public, with the official launch taking place on July 7th. New and existing clients are invited to the launch party and can let Beards know that they’d like to attend by


14, The Royal Arcade

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