Luxury jeweller Pragnell has unveiled its expanded and refurbished Stratford-upon-Avon showroom, which now makes it one of the largest fine jewellery and watch showrooms in the UK.

The sixth-generation family-run jeweller, which moved to number 5 Wood Street in 1954 and expanded to number 6 in 1993, has now incorporated number 7 Wood Street into its flagship store.

Pragnell acquired the building next door in 2015 and now, after extensive planning and a 12-month renovation, has begun the next chapter in its history.


The expansion increases the size of the showroom by over 50 percent, and provides additional office space for Pragnell’s growing team.

Number 7 now houses Pragnell’s roster of prestigious timepieces, with an extension of its watch area now providing more space to showcase the firm’s extensive collection of modern and antique fine jewellery.

The refurbishment also encompasses a new private room, where clients can try on one-of-a-kind masterpieces or discuss a bespoke commission away from the main showroom floor, alongside a new professional-grade kitchen, which provides the ability to host private dinners for clients and VIPs in the showroom.

“The expansion of our Stratford-upon-Avon showroom is a hugely exciting step in the history of Pragnell,” says the retailer’s managing director, Charlie Pragnell. “My grandfather moved his family to live and trade from number 5 Wood Street in 1954, my father expanded the shop into number 6 and it was the right time for me to evolve the headquarters of our company further.”

He continues: “The enlarged space allows us our expert team to better showcase the exceptional quality and diversity of our collections, improving the experience for our customers and making our Stratford-upon-Avon showroom an even more attractive destination for those seeking the most diverse selection of fine jewellery and watches in Great Britain.”

The jeweller worked alongside conservation experts to preserve and restore the 16th century, Grade II-listed building’s original features, including its timber beams and Tudor walkway.

Hints of the building’s history are seen throughout the décor, from pomegranate motifs, which were used as a symbol of fertility in Shakespeare’s Romeo and Juliet, to the performing unicorns of the 17th century. The renovations were carried out using traditional materials and techniques, including reinstating lime plaster walls and incorporating reclaimed oak.

Other touches include hand-painted wallpaper, alongside lamps and mirrors, to evoke the feeling of a private home, while new furniture provides a modern, elegant feel that complements the Tudor building.

The showroom’s exterior has also been restored and updated with the addition of new window displays.

The expansion of the Stratford-upon-Avon showroom comes 18 months after Pragnell opened its first central London boutique on Mount Street, Mayfair.

The Mount Street boutique was designed to bring a sense of the brand’s history to Mayfair, while the new-look Stratford-upon- Avon showroom is representative of Pragnell’s status today as an international jewellery house.