Family-owned diamond, jewellery, and watch retailer Beaverbrooks has made a significant investment in its Peterborough store, unveiling a newly relocated and refurbished space. With a £1.5m investment, the store has expanded fivefold, now spanning 4,324 sq. ft., up from its previous 820 sq. ft., and includes the introduction of a new TAG Heuer boutique – the only one of its kind in the area. The transformed store opened on Friday 4th October in a prime, more central location within Queensgate Shopping Centre.
Having maintained a presence in Peterborough for 23 years, this investment reaffirms Beaverbrooks’ commitment to the city. The newly expanded store now offers a broader selection of luxury and designer watch brands, with dedicated areas for RADO, Tissot, and Beaverbrooks Diamonds and Weddings.
The new store also includes a private consultation area as part of its Beaverbrooks Diamonds and Weddings offering, where shoppers can receive expert guidance for engagement and wedding ring purchases. Known for its 105-year legacy in diamond craftsmanship, Beaverbrooks will showcase a hand-selected collection of its own diamonds, as well as pieces from Maple Leaf Diamonds, reinforcing its reputation for quality.
The expansion has created four new jobs in Peterborough, contributing to the retailer’s growing presence across the UK. Beaverbrooks currently operates 89 stores nationwide, including three Loupe boutiques and 23 luxury mono-brand watch boutiques. The Peterborough refurbishment marks the fourth refit of the year, with two more planned before Christmas.
Anna Blackburn, Managing Director at Beaverbrooks, expressed her excitement about the store’s transformation: “This investment into the future of Beaverbrooks and Peterborough is very exciting for us. The Peterborough store – which is five times bigger than our previous location – marks our fourth refit of the year, with a further two planned before Christmas. We are continually investing where there’s opportunity and driving value for the business to safeguard the future of the company.
“We are pleased to continue to position our Peterborough store as a destination for diamonds and watches – particularly with the addition of a new TAG Heuer boutique and dedicated areas for Beaverbrooks Diamonds and Weddings, and RADO and Tissot watches. We’re confident the refurbished store will be popular with customers – both new and returning – and we look forward to continuing to provide exceptional levels of customer service while showcasing our expertise and passion for watches, fine jewellery, and diamonds.”
Sam Jones, Store Manager at Beaverbrooks Peterborough, added: “We’re proud to have been part of shoppers’ special occasions for the past 23 years, and our latest relocation and refurbishment marks the next part of our journey. We can’t wait to share more celebrations with customers – both old and new – and cement our position as Peterborough’s destination for diamonds and watches.”
Rob Diver, Managing Director – UK & Ireland at TAG Heuer, commented: “We are proud to open a new mono-brand boutique with Beaverbrooks in Peterborough this autumn. As the fifteenth of its kind in the UK, it is testament to our long-standing and valuable partnership.”
A spokesperson for Queensgate Shopping Centre shared the centre’s enthusiasm for the revamped store: “Queensgate Shopping Centre is excited to see Beaverbrooks upgrade their store, bringing a fresh and elevated shopping experience to our visitors. Their commitment to excellence perfectly aligns with our vision of offering high-quality, diverse retail options. As we gear up for the festive season, this upgrade is part of a series of exciting developments, with more brands and enhancements coming to the centre ahead of Christmas.”
