Jeweller Laings has decorated each of its stores with a special Christmas display.

The company has also announced a new initiative that will see it raise money for the British Heart Foundation (BHF).

Along with the traditional red and gold decor in each Laings showroom, customers will now find classic British red postboxes.


Clients are encouraged to send a special Christmas message to a loved one through the postboxes or online.

Every letter received will result in Laings making a £10 donation to the BHF.

Stuart McDowell, managing director of Laings, said: “Reflecting on what has been a challenging year for most, this year, more than ever, we must cherish the precious moments spent with our loved ones.

“Family is at the heart of Laings, and we feel the festive season is the perfect time to bring everyone closer together.

“Our winter campaign does just that – encouraging us to treasure the moments we get to spend together and creating memories which last a lifetime.”

He added: “We are proud to help celebrate our clients’ memorable moments and this Christmas our talented team will be on hand to help you find the perfect gift – or something to add to your own wish list.

“As we continue to invest in every area of the business, we’re able to take our clients on an even more immersive journey, from offering them the opportunity to view our carefully curated collections in an enhanced showroom environment, to matching them with one of our in-house designers to create a bespoke piece.

“We’ve also recently introduced new brands to our esteemed portfolio, including luxury maison Fabergé, as well as expanding our own collections, bringing new pieces and price points to our clients.”

Laings has also unveiled a new Fine Jewellery and Diamonds collection which includes an 18ct white gold diamond necklet with 37 dazzling pear cut diamonds, 18ct art-deco inspired emerald and diamond ring and 18ct white gold sapphire and diamond oval cut statement earrings.

The collections are on display in Laings’ festive campaign photoshoot, which features traditional Christmas and extravagant party scenes.