Family-owned national diamond, jewellery and watch retailer, Beaverbrooks, has made a significant investment in the relocation and refurbishment of its Peterborough store, increasing floorspace fivefold and introducing a new TAG Heuer boutique – the only one of its kind in the area.

Building on its 23-year presence in the city, Beaverbrooks has invested £1.5m in the newly refitted store, which unveiled its transformation on Friday 4 October after relocating to a larger and more central location within the Queensgate Shopping Centre.

Set across 4,324 sq. ft. of retail space – upscaled from 820 sq. ft. – the location features a wider selection of luxury and designer watch brands and dedicated areas for RADO, Tissot and Beaverbrooks Diamonds and Weddings, making the store a destination for diamonds and watches in the area.

As part of its Beaverbrooks Diamonds and Weddings offering, shoppers will have access to a private consultation area where a team of experts will assist with special engagement and wedding ring purchases. With its rich heritage offering 105 years of diamond expertise, the retailer will showcase a wide selection of hand-selected Beaverbrooks diamonds, in addition to collections from Maple Leaf Diamonds.

The refurbishment and expansion of the retail location will create a total of four new jobs. Boasting 89 stores, including three Loupe boutiques and 23 dedicated luxury mono-brand watch boutiques across the UK, the national jeweller has continued to expand its luxury offering over recent months.

Anna Blackburn, Managing Director at Beaverbrooks, said: “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 Diamond 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, said: “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, said: “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 from Queensgate Shopping Centre said: “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.”

The brand new Beaverbrooks store is located in Unit 16-18, Queensgate Shopping Centre, Peterborough. To view Beaverbrooks’ full collections, visit www.beaverbrooks.co.uk.