Beaverbrooks yesterday opened the first of its new Loupe stores almost a year after it was first touted to debut.

The first of the new Loupe sites opened in Milton Keynes’ Centre:MK shopping centre yesterday (9 June 2022).

The retailer had previously discussed the reasons behind the delay.


Set across 7,345 square feet, Loupe Milton Keynes features a dedicated showroom for prestigious watch brand, Rolex.

The boutique also has a luxurious watch room housing its other Swiss watch brand partners, Omega, Hublot and Zenith.

These will sit alongside Loupe’s own collection of diamonds and contemporary fine jewellery, hand-selected by its experienced buying team, and distinguished by its own hallmark.

It will also showcase several one-off pieces with rare, coloured gemstones and striking modern designs. Other jewellery brands that can be found in the boutique are Mikimoto, Gucci Fine Jewellery, Hearts on Fire and Royal Asscher diamonds.

Anna Blackburn, managing director at Beaverbrooks, who has spearheaded the development of the Loupe brand, added: “We are beyond excited to be able to launch our luxurious new boutique brand, Loupe in Milton Keynes and are exceptionally proud to launch this new venture in partnership with Rolex.

“While the brand was due to launch in summer 2021, we subsequently identified an opportunity to significantly expand our Milton Keynes boutique, which has now almost doubled in size since the original plan, to make it an even more impactful and prestigious shopping destination.

“Following the rising trend for experiential retail, and bringing a fresh approach to the luxury sector, Loupe has been carefully developed to offer the personal and immersive experience that we know is incredibly important to clients purchasing higher-value items and investment pieces.

“Even the name itself – which signifies the magnifying glass used by jewellers and watchmakers – has been chosen to break conventions and be memorable. It represents the concept of looking through a portal into an exciting new world and magnifying craft and beauty, offering luxuriously delightful experiences for both new and existing clients.”

Milton Keynes-born, Daniel Bailes, boutique manager at Loupe Milton Keynes, has worked in the watch and jewellery industry for 16 years. He commented on the boutique opening: “This is an incredibly exciting new brand concept for the jewellery and watch market, and we’re delighted that Loupe’s flagship boutique is set to open in Milton Keynes.

“The new boutique combines high specification fixtures and finishes with a chic, contemporary layout, designed to create an inspirational retail environment where clients can relax and spend time exploring the collections.

“We are looking forward to welcoming clients in Milton Keynes to enjoy a memorable and personalised retail experience like no other.”

Kevin Duffy, Centre:MK’s centre director, added: “Loupe’s selection of Centre:MK to launch its new luxury diamond, jewellery and watch brand cements the centre’s position as one of the top 10 retail destinations in the UK, serving an affluent catchment and committed customer base who will no doubt thoroughly enjoy this new concept.”

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