Newcastle’s Eldon Square ‘gets the luxury treatment’ with seven-figure store revamp

Family-owned national diamond, jewellery and watch retailer, Beaverbrooks, has made its biggest investment of the year with a brand new relocated Newcastle store and the introduction of a luxury watch boutique.

Following investment of £1.4m, the retailer unveiled its refitted, upscaled new store location on Hotspur Way in Eldon Square Shopping Centre on 23 November, including a new, adjoining 600 sq ft TAG Heuer boutique, the 14th TAG Heuer addition to the Beaverbrooks portfolio.

The relocated 1,330 sq ft Beaverbrooks store features a new dedicated ‘diamond room’ and specialist diamond areas. Here, the team of experts will assist customers with engagement and wedding ring purchases, positioning Beaverbrooks as a “true diamond and wedding destination” in Newcastle.

Shoppers will be able to browse Beaverbrooks’ own brand diamond range, including the newly launched ‘Starlit’, a uniquely designed 15-piece collection.

Also available will be ‘Essence’, a diamond jewellery collection with a story behind every design, and ‘Beyond Brilliance’, exclusively designed for Beaverbrooks’ 100th Birthday and the only diamond cut of its kind in the world.

Beaverbrooks will also be the only jeweller in the city centre to stock diamond brands ‘Royal Asscher’ and ‘Maple Leaf’, as well as offering watches from Baume and Mercier, Rado and Tissot.

As Beaverbrooks Newcastle approaches its 45th anniversary in January, the revamp of its retail space will see Beaverbrooks cement its position as a “leading and trusted” diamond, watch and jewellery destination in the town and wider region.

Boasting 87 stores across the UK, the national jeweller has continued to expand its luxury offering over recent months, with the new TAG Heuer Boutique taking the retailer’s total to 21 dedicated luxury watch boutiques. The investment in the store and new boutique will create four new jobs in the area.

Anna Blackburn, Managing Director at Beaverbrooks, commented: “As we approach our 45th anniversary in Newcastle in January, this investment into the future of Beaverbrooks and Newcastle is a particularly exciting one for us.

“We are over the moon to be expanding our long-running and incredibly valued partnership with TAG Heuer to open a new boutique in the city. Add to this our amazing upscaled Beaverbrooks store location with dedicated diamond room and shop-in-shop, we are pleased to position ourselves as the expert in jewellery, diamond, bridal and luxury watches.”

By Matthew Neville – Senior Correspondent, Bdaily

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