Beaverbrooks, the 103-year-old family-owned jewellers with 71 stores nationwide, is expanding its portfolio with the launch of a new carefully curated concept luxury diamond, jewellery and watch brand – Loupe, which opened the doors of its highly anticipated flagship boutique on Thursday 9th June 2022 at centre:mk in Milton Keynes.

Set across 7,345 sqft, Loupe Milton Keynes will feature a dedicated showroom for prestigious watch brand, ROLEX. The boutique also has a luxurious watch room housing its other Swiss watch brand partners, OMEGA, HUBLOT and ZENITH.

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These will sit alongside Loupe’s own collection of diamonds and contemporary fine jewellery, hand-selected by its experienced buying team, and distinguished by its own hallmark. It will also showcase several one-off pieces with rare, coloured gemstones and striking modern designs. Other jewellery brands that can be found in the boutique are Mikimoto, Gucci Fine Jewellery, Hearts on Fire and Royal Asscher diamonds.

Loupe is a stockist of ROLEX, HUBLOT, ZENITH, Mikimoto and Royal Asscher in the Milton Keynes area.

Loupe is a carefully curated concept designed to meet the rising demand for immersive, highly personal luxury retail. From the luxurious macarons and cocktails served at its very own bar, to the Italian cotton velvet and classic twill furnishings – every element has been considered for a delightful shopping experience.

For a truly personalised touch, Loupe even boasts a secret room, ‘The Drum,’ which is completely private and allows clients to listen to their own playlist through its media wall. Clients can also explore a specially curated diamond space, to discover more about the Loupe brand and how our experts handpick the brand’s unique diamond collection.

Anna Blackburn, Managing Director at Beaverbrooks, who has spearheaded the development of the Loupe brand, added: “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.

“Following the rising trend for experiential retail, and bringing a fresh approach to the luxury sector, Loupe has been carefully developed to offer the personal and immersive experience that we know is incredibly important to clients purchasing higher value items and investment pieces.

“Even the name itself – which signifies the magnifying glass used by jewellers and watchmakers – has been chosen to break conventions and be memorable. It represents the concept of looking through a portal into an exciting new world and magnifying craft and beauty, offering luxuriously delightful experiences for both new and existing clients.”

Milton Keynes-born, Daniel Bailes, Boutique Manager at Loupe Milton Keynes, has worked in the watch and jewellery industry for 16 years. He commented on the boutique opening: “This is an incredibly exciting new brand concept for the jewellery and watch market, and we’re delighted that Loupe’s flagship boutique is set to open in Milton Keynes.

“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.”

Kevin Duffy, centre:mk’s Centre Director, added: “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.”

Loupe’s flagship boutique opened its doors on Thursday 9th June 2022 in Milton Keynes and the Croydon boutique will launch in spring 2023. Loupe will also introduce a luxury e-commerce proposition for online purchases later in the year.

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