Parkhouse, the luxury family jewellers, has announced a store move from Above Bar, Southampton, to the new luxury corner in Westquay. The move coincides with a re-brand from Parkhouse to Laing and is a significant milestone for this leading sixth generation jewellery business. Pictured: Laing Chariman, Michael Laing OBE, (right) and his son Richard Laing, who is Director of the family business, in Southampton to officially make the announcement. Picture: Chris Balcombe/FREE for use in all media

Independent family jeweller Michael Laing OBE has unveiled a re-brand of his Parkhouse jewellery business in Hampshire and Cardiff.

The re-brand will see the Parkhouse side of the business renamed to Laing the Jewellers as the company prepares for future growth.

The move is a significant milestone for the sixth generation jewellery business as it enters a new era with a national presence.


The Parkhouse stores will be re-branded with the Laing logo and brand store interior reflecting a bolder, more contemporary yet timeless identity. The re-brand will also coincide with refurbishment of the existing Parkhouse store in Cardiff and marks an exciting move for the Hampshire store from Above Bar to a more luxury store in the West Quay shopping centre, which is also much more accessible.

Chairman Michael Laing OBE, comments: “The re-brand is a positive step for Laing as it takes us onto a national platform as one brand.  There are multiple reasons as to why we have made this decision; in the main we need to optimise the brand for future growth and ensure that it is a true reflection of our business.  This isn’t just a question of making change for changes sake this decision signifies a new chapter.

“One brand under the Laing family will also allow our sales team and customers to identify better with the brand and it will enable our expertise and design credentials to do the talking.”

As a sixth generation jewellers, with a history dating back over 177 years, the company has built an enviable reputation in Scotland and owned the Parkhouse businesses for over 22 years.

Parkhouse shares a similar rich history to Laing the Jewellers, so the rebrand is simply a name change, a store move for Hampshire and a refurbishment of our Cardiff store.

“We now believe the time is right to position LAING nationally and we will be undertaking refurbishment work to our Cardiff store,” continues Laing. “We’re also delighted to announce plans to move our Southampton store to a beautiful new location in September. This will bring these stores in line with our magnificent £1.7m flagship Laing store in Edinburgh, which our customers love. I’m extremely excited about the development of the LAING brand and welcome the opportunities it now opens up for our future growth, a more uniform approach for the business through our stores as well as all above and below the line communications.”

For the last four years the company’s focus has been on its Family collection of jewellery, which has grown by 236% since its launch in 2014. With two brand names it has been harder to market the business and its family-made key seller.

Commenting on the re-brand and the challenges addressed by this move, Charlotte Farish, head of marketing for Laing the Jeweller Ltd adds: “The family proposition under two brands was a harder concept for the company’s sales teams to communicate south of the border as the Laing name was not represented and promoted in these areas. From a procurement and marketing perspective, it’s also been a challenge to promote two brands nationally as we’ve been unable to advertise or promote as one brand. This has increased our expenditure on operational costs such as hosting of two separate websites, as well as having to print and service our marketing material and branding assets in two versions.

“Rather than continue to operate under two separate brands, by making a move to one Laing brand, we are confident that we will only enhance our customer service capabilities, be more efficient with our costs and help increase awareness of our strengths in diamond buying, fine jewellery design and luxury watch brands. This will ultimately optimise the business for future growth to ensure that the Laing and Parkhouse legacy continues through the generations.”