Jun 28, 2021
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Jeweller Beaverbrooks launches new luxury concept

Jun 28, 2021

UK jewellery retailer Beaverbrooks is banking on continuing growth at the luxury end of the market. That’s why the family-owned business is expanding its offer in the sector, launching a new high-end watch and jewellery brand called Loupe.


Two years in development, Loupe will be headlined by two new boutiques this summer, in Milton Keynes and Croydon (South London), offering luxury watches alongside diamond and fine jewellery collections.

Partner brands, including pearl-producer Mikimoto, Gucci Fine Jewellery, Hearts on Fire and Royal Asscher diamonds, will form a key part of the collections. Also included will be a number of one-off pieces featuring rare, coloured gemstones and modern designs.

Swiss watch brands will include Rolex, Omega, Hublot, Zenith, Breitling, Tudor and TAG Heuer.

Loupe’s launch follows rocketing demand in the personal luxury retail market for jewellery and watches. The latter has seen a 70% increase in sales together with a 21% rise in average transaction value, noted Beaverbrooks.

Managing director Anna Blackburn, who has spearheaded the development of the Loupe brand, told businessdesk: “Despite the challenges of the last year, we have seen continued demand for purchases of luxury watches, jewellery and diamonds, and have experienced substantial growth in these categories across both our stores and online.

“We have closely followed the rising trend for more experiential retail in the luxury sector, and believe there is real market opportunity for a fresh new boutique offering to bring a more contemporary feel to the category. This is something that has heavily influenced the direction for the new brand”.

She added: “Loupe has been a long time in the making for us and has been carefully developed to offer the personal and immersive retail experience that we know is incredibly important to clients investing in higher price point items”.

Chairman Mark Adlestone added: “The launch of Loupe marks a key step in our further expansion into the luxury market”.

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