Swag Jeweller celebrated its 40th anniversary in style with a jam-packed evening of entertainment, music and slapstick comedy. The company's Fab @ 40! event was held at The Connaught Rooms in Covent Garden, with 400 loyal customers, suppliers and staff members invited to join in. The pink-themed night was topped with Britain's Got Talent finalists Jack Pack and a cabaret act by the Swag management team. Overall, the event raised £30,000 for Shooting Star Chase hospice.

Independent jeweller Swag has announced a brand new partnership with government initiative, Your Parent Guide.

Swag, the only small, independent, jewellery brand amongst the handful of other multinational companies involved, will promote the positive message of the guide, as well as target new mums specifically and directly, with a range of ‘Push Presents’; the first of which will be entitled the Circle of Life collection and will launch online and in-store from November.

Over the course of the next year, Swag will design a further three collections with the mother in mind, featuring special stones, engravings and personalisation elements.


A government funded and backed initiative, Your Parent Guide will be given to all new mums upon the registration of their baby and will include everything from hints and tips for a growing family, through to pertinent information and vital contacts.

One aim of the collaboration is to help families and especially new mothers, deal with the crippling affects of post-natal depression, of which 10 – 15% of women suffer with some form of it (according to the NHS).

To continue this support, Swag will be donating 20% of proceeds from the new Circle of Life collection to pre and post-natal charity, PANDAS.

As a jeweller that has been in the family for over 40 years, SWAG and its owners, the Ferris family, were specifically chosen for their fundamental understanding of juggling work whilst having a young family, as well as previous associations with children’s charities.

Ed Ferris comments: “We were honoured to be chosen as an official partner of Your Parent Guide, especially as the causes it highlights are such important ones to new families. At SWAG we are hugely proud of being a family business through and through and jumped at the chance of making new mums feel amazing by offering them our Circle of Life collection and pieces beyond.

“It has been proven that jewellery can boost the happiness of a woman who has just given birth, so we hope to make a lot of people feel special during this incredible time in their lives.”

Swag’s partnership sees the brand promote its new collection through a one page advertisement in the first issue of Your Parent Guide, as well as a landing page on the Your Parent Guide website with video content to be revealed. Swag will also be hosting a London event to showcase the new pieces to press and customers.

Previous articleDaou Jewellery secures Johnny Rocket as a new stockist
Next articlei2i Events Group appoints Kirsty Broere as Jewellery and Watch event manager
Editor, Professional Jeweller