Cheltenham jeweller is working with HSBC to aid its growth.

Cheltenham jeweller Beards has opened an office in London to help it boost its bespoke jewellery offer beyond clients in Gloucestershire.

The sixth generation family jewellers plans to expand its bespoke jewellery division, based in its onsite workshop in Cheltenham, with the recruitment of a fifth goldsmiths to enhance its offer and ensure lead times are kept to a minimum.


It has also opened an office in Mayfair with two members of staff to facilitate bespoke jewellery orders from the capital.

Beards has undergone several changes of recent, including a major upgrade of its store on Cheltenham’s Promenade, as well as a complete move of its banking to HSBC.

The store’s current managing director is Alex Rose, the sixth generation of the family to run the store. He works alongside his mother, Angela, and his brother and sister, while Beards employs 20 people in Cheltenham.

Rose said: “In the current economic environment, it is especially important that we don’t stand still as a business and continue to broaden our offering to our new and existing customers. We are doing this through widening our product range, expanding our online retail offering and developing our bespoke jewellery division,which we are particularly excited about.

“Customers work with our jewellery director to establish exactly what they want and we make the piece onsite. These developments, combined with our London presence and our renovated Cheltenham store, means that we are strongly positioned for future growth.”

Rose added that Beard decided to switch its banking to HSBC as it could offer “finance facilities [suited] to our needs, not the other way round”.

“We are keen to open another store in the future,” Rose added.