Family-run jeweller Beaverbrooks has launched a 25-day diamond countdown for the most wonderful time of the year.

Joining a host of other jewellery companies, the multiple jewellery retailer is celebrating its 100th birthday year with a limited edition advent calendar, which holds diamond rings, necklaces, earrings, bracelets, watches, and jewellery sets behind its doors.

The ‘diamond-a-day’ advent calendar retails at £100,000, with the contents inside worth £123,080.


There are only a limited number available, and to purchase one consumers must ring the customer service team.

A solitaire diamond ring is hiding behind one of the doors.

The Beaverbooks team says: “With only a limited number of calendars available and the first of its kind, we wanted to create this beautiful calendar to celebrate our 100th birthday and our lifelong love and passion for diamonds. Behind each door sits the most breathtaking diamond jewellery and watches.”

Hero pieces in the calendar include a solitaire diamond ring crafted in platinum, pieces from the Beyond Brilliance collection, which features the retailer’s exclusive 100 facet diamond, and a watch from Tag Heuer, Omega and Gucci.