Cheltenham jeweller hides stones around town in aid of Maggies.

Beards Jewellers in Cheltenham will host a treasure hunt with a difference this weekend, by hiding clues to win one of 10 round brilliant cut diamonds at secret landmarks around the town, raising money for Maggies cancer support centres.

Beards received a delivery of 10 .40ct stones from New York earlier this month, with each stone worth £1,000. The jewellery retailer will host the Diamond Rush event tomorrow and Sunday, with hunting taking place only during daylight hours. Beards has sold special maps priced at £10 to help would-be diamond hunters find the loot.


It is understood that hundreds of the maps – which contain clues to help find the stones – have already been purchased, with Beards winning support from the town’s Waitrose, Whole Foods store and Knight Frank estate agent, which have also offered to sell the maps.

Beards managing director Alexander Rose said the response to the treasure hunt has been positive and it’s hoped that 2,000 people will take part in the quest over the weekend.

Maggies is set to lay on special ‘Clue Makers’, who will be dressed in Maggies uniforms and placed around the city to offer additional clues for a further £5 donation.

Those lucky enough to find the location of a diamond will then have to visit Beards to reclaim the stone, and can then have it crafted into a piece of jewellery.

The retailer has been promoting the hunt using the hashtag #diamondrush. The treasure hunt follows the Diamond in the Sky PR stunt, run by online diamond jewellery 77 Diamonds last month, with a £12,000 stone launched into the sky on a weather balloon, which is rumoured to have landed close to Lea in Lincolnshire. The stone is yet to have been found, meaning it may have landed on private property or ended up in a body of water.