Retailer to open luxe shop in Newcastle and own brand store in Leeds.

Rox has confirmed that it has cemented plans to expand into England with deals signed on shops in Leeds and Newcastle, one of which will be the retailer’s first own-brand store.

The watch and jewellery retailer, which has five stores in Scotland, has invested £2 million in the new stores and said that these initial openings are part of wider expansion plans that will see it move into other areas in the UK.


Rox will move into a 1,700 sq ft corner unit in Trinity Leeds in the Yorkshire city and a 3,000 sq ft two-floor store Monument Mall in Newcastle. Both stores are due to open in October in time for the peak festive retail period. Work will begin on the sites in the summer. The two store openings will create 20 new jobs in total.

Rox managing director Kyron Keogh said: “Expansion into England has been on our radar for some time now; we have been waiting to find the perfect location and it just so happened that two great opportunities came up in Leeds and Newcastle simultaneously. This is an exciting time for us and with the support of HSBC we are looking forward to launching our new stores and continuing to build the Rox brand across the UK.”

While the Newcastle store will follow the luxury format of the chain’s Edinburgh store, which opened last year, and will be fitted out with the chain’s signature Thrill Room complete with champagne bar. 

The Leeds shop will trial a new format for the brand and will only stock its own brand fine and silver jewellery. Rox first introduced its own brand of diamond jewellery in 2002 and followed this up with silver Rox jewellery in 2008. Keogh said that the brand has been delivering "phenomenal" results over the past 12 months, with solid month-on-month growth. 

Rox has been working with a third party to manufacture some key lines within its own brand ranges in Scotland. Keogh told Professional Jeweller that while it was "early days" for this, "people are really loving the made in Scotland [element], as you can’t get it everywhere else".

He added: “Our Rox ranges of diamonds and silver jewellery have performed exceptionally well, outselling many of our designer brands. We have invested heavily in new designs for the autumn/winter collection and anticipate that our new concept boutique will establish Rox as a luxury brand in its own right.”

Both shops will be realised by Graven Images, the design agency that has created the retailer’s previous stores.