After 45 years in the town centre, Swag Jewellers is closing its boutique in Kingston.

As the lease has come to an end the family-run business has decided to shut the last remaining store with the Swag name.

Now the company will trade from its Burrells boutiques in Winchester, Staines and Tunbridge Wells, whilst also running 20 Pandora concept stores.


The Kingston store, which is currently located in the Bentall Centre, was the very first Swag boutique to open.

From humble beginnings in a small premises on Fife Road, company founder, Bill Farris, launched Swag in 1974.

The store later moved to the Crown Centre before ultimately settling in the Bentall Centre in 1996.

The founder’s son and company director, Edward Ferris, told local press that closing the Kingston branch had been a “hugely difficult decision” but “seems like the right thing to do”.

Edward Ferris tells My London: “We’ve been renowned as the premier independent jeweller in Kingston, consequently, it’s been a hugely difficult decision to close the store, and we’ve thought long and hard about it.

“Business everywhere has changed and combined with the end of our lease; it seems like the right thing to do. We’re sure that customers old and new will be sad to hear the news; so, we’ll be holding a closing down sale, to give them one last opportunity to take home a special piece of jewellery from SWAG.”

The closing down sale, which sees much of the stock slashed to half price, will continue for a number of weeks before everything is sold.