Anna Blackburn, Beaverbooks managing director, with Mark Adlestone, the group's chairman.

UK jewellery retailer Beaverbrooks has announced the launch of a new venture, Loupe, which encompasses both a high-end retail brand and a new line of jewellery.

Loupe will debut its first stores in Milton Keynes and Croydon soon. An e-commerce site is touted to launch in the autumn.

Managing director Anna Blackburn told Professional Jeweller that the first priority with designing the concept was that it “be different to Beaverbrooks”.


On Beaverbrooks’ decision to expand at such an economically precarious time for retail, chairman Mark Adlestone said to PJ: “We’re just deciding to keep going and keep investing, keep growing. We’re in this for the long run.”

Both a jewellery brand and a high-end jewellery and watch retailer in its own right, and sister company to Beaverbrooks, Loupe is the new concept from Blackburn, Adlestone and the senior team at Beaverbrooks.

Watch brand Rolex will be a focal point for the stores, with luxury brands Omega, Hublot, Zenith, Breitling, Tudor and TAG Heuer also featuring.

To those that fear the jewellery could take a backseat to the big-name watch brands onboard, Adlestone had the following to say: “We do feel sometimes that the jewellery offer doesn’t match the quality of the watch brands that are being stocked by some retailers.

“We were very keen to make sure that we have jewellery that is absolutely our own, jewellery which is absolutely synonymous and on the right level with the brand, and with the watch brands that we’re stocking. That’s really, really important.”

On the jewellery side, Royal Assher, Gucci Fine Jewellery, Mikimoto and Hearts on Fire will make appearances alongside the exclusive Loupe brand.

Adlestone added: “With over 102 years of passion, experience and diamond expertise, Beaverbrooks is perfectly placed to introduce the new brand to an already thriving market and we’re looking forward to seeing what the future holds for Loupe.”

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