Beaverbrooks launches new jewellery brand concept

Beaverbrooks has announced that it will be launching a new luxury watch and jewellery brand concept, Loupe.

To celebrate the new brand, the group will launch two boutiques in Milton Keynes and in Croydon, coming soon.

Partner brands including Mikimoto, the originator of cultured pearls, Gucci Fine Jewellery, Hearts on Fire and Royal Asscher diamonds, will also form a key part of the collections, as well as a number of one-off pieces.

Two years in the making for the retailer, Loupe is a “carefully curated” concept designed to meet the rising demand for “immersive, highly personal luxury retail, combining quality fine jewellery, diamonds and watches with a rich client experience”.

Anna Blackburn, managing director, Beaverbrooks, said: “We are delighted to finally be able to announce the launch of our luxurious new boutique brand, Loupe.

“Loupe has been a long time in the making for us and has been carefully developed to offer the personal and immersive retail experience that we know is incredibly important to clients investing in higher price point items.”

Mark Adlestone, chairman of Beaverbrooks and Loupe, added: “We’re thrilled to be able to partner with some of the most prestigious and sought-after watch and jewellery brands in the world to make our concept a reality, as well as bringing more of our own beautiful and unique jewellery pieces to the consumer.

“With over 102 years of passion, experience and diamond expertise, Beaverbrooks is perfectly placed to introduce the new brand to an already thriving market and we’re looking forward to seeing what the future holds for Loupe.”