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Beaverbrooks launches new Loupe diamond, jewellery and watch brand

Beaverbrooks has expanded its portfolio with the launch of a new luxury diamond, jewellery and watch brand called Loupe. Spanning 7,345 square feet, the first Loupe… View Article

FASHION

Beaverbrooks launches new Loupe diamond, jewellery and watch brand

Beaverbrooks has expanded its portfolio with the launch of a new luxury diamond, jewellery and watch brand called Loupe.

Spanning 7,345 square feet, the first Loupe store has opened at Centre:mk in Milton Keynes.

It includes a dedicated showroom for the Rolex watch brand, as well as a luxurious watch room housing items from other Swiss watch partners, Omega, Hublot and Zenith.

The boutique style shop also stocks Loupe’s own collection of diamonds and contemporary fine jewellery including several one-off pieces with rare, coloured gemstones and striking modern designs. Other jewellery brands include the likes of Mikimoto, Gucci Fine Jewellery, Hearts on Fire and Royal Asscher diamonds.

In addition to a bar where macarons and cocktails are served, the store features a secret room called The Drum, which is completely private and allows customers to listen to their own playlist through a media wall. Customers can also use it to find out more about Loupe and how it handpicks its diamond collections in a specially curated diamond space.

Anna Blackburn, managing director at Beaverbrooks, who has spearheaded the development of the Loupe brand, said: “We are beyond excited to launch our luxurious new boutique brand, Loupe in Milton Keynes and are exceptionally proud to launch this new venture in partnership with Rolex.

“While the brand was due to launch in summer 2021, we subsequently identified an opportunity to significantly expand our Milton Keynes boutique, which has now almost doubled in size since the original plan, to make it an even more impactful and prestigious shopping destination.”

Milton Keynes-born, Daniel Bailes, boutique manager at Loupe Milton Keynes, added: “The new boutique combines high specification fixtures and finishes with a chic, contemporary layout, designed to create an inspirational retail environment where clients can relax and spend time exploring the collections. We are looking forward to welcoming clients in Milton Keynes to enjoy a memorable and personalised retail experience like no other.”

The new concept has been  three years in the making with an investment of more than £2 million.

Kevin Duffy, Centre:mk’s centre director, said: “Loupe’s selection of Centre:mk to launch its new luxury diamond, jewellery and watch brand cements the centre’s position as one of the top 10 retail destinations in the UK, serving an affluent catchment and committed customer base who will no doubt thoroughly enjoy this new concept.”

The Milton Keynes store will be followed by the opening of a flagship boutique in Croydon in the spring of 2023. Loupe will also launch a luxury ecommerce site later this year.

Beaverbrooks is a 103-year-old family-owned jewellers with 71 stores nationwide.

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