Beaverbrooks has invested almost £2 million in major refurbishments and store openings in Cambridge and the Merry Hill shopping mall near Dudley in the West Midlands, taking its UK-wide network to 70 points of sale.
Almost simultaneously at the end of October, the family-owned retailer has opened side-by-side Beaverbrooks showrooms in both locations with adjacent TAG Heuer boutiques.
TAG Heuer and a jewellery-only showroom are located in the Grand Arcade Shopping Centre of Cambridge, the first time Beaverbrooks has been present in the famous university city.
The Beaverbrooks store takes on the new immersive shopping experience design that the business has been rolling out.
It includes a diamond room for bridal jewellery and other Beyond Brilliance pieces.
The adjacent TAG Heuer boutique gives Cambridge shoppers access to special edition watches as well as core collection pieces.
In Merry Hill, an enlarged and modernised Beaverbrooks store offers both bridal and fine jewellery along with watches from Omega, Breitling, Tudor and Gucci while TAG Heuer has a monobrand showroom next door.
The reconfiguration and upgrade cost around £1 million, Beaverbrooks says.
