Midlands-based jeweller Lumbers has signed Leicester City cup-winning captain, Matt Elliot as its new sales ambassador. 

Elliot will work alongside Lumbers’ existing sales team and represent the brand at in-store and outside events.

The appointment follows the announcement that Lumbers will invest £1 million in a vast re-location and refurbishment plan, which will see them take on a much larger premises in Leicester high street.


Elliot aims to “re-secure alliances to the sporting teams and enhance relationships with current players to bring in new business from networking events,” according to an official press release.

Matt Elliot says of his new position as ambassador: “I am excited to start working with Lumbers, who have long been supporters of sport in Leicester. Their store has been a symbol of luxury goods in the centre of the city and it will be great to associate myself with their longstanding history and commitment to excellence.”

Dominic Gomersall, managing director of Lumbers says: “We’re delighted to have Matt on board to represent Lumbers at events and around networking. We know he’ll bring his top stories from his history of excellent sportsmanship to represent Lumbers and the rest of the sales team.”

Lumbers is set to move in September 2015 and its new e-commerce website will be live from August.

PICTURE: Dominic Gomersall & Matt Elliot