Beaverbrooks at Derbion unveils store transformation and new Tag Heuer boutique

Derby’s best-loved retail and leisure destination, Derbion, has announced that its Beaverbrooks store has reopened following a full-store refurbishment.

Family-owned national diamond, jewellery and watch retailer, Beaverbrooks, has invested over £750,000 into a significant refurbishment of its Derbion store, which has also seen the introduction of a new TAG Heuer Boutique, a first for the city.

Beaverbrooks, which is located on Level 2 of the shopping destination, unveiled the refitted store with a new adjoining TAG Heuer Boutique on Friday 2 June. The new dedicated TAG Heuer boutique will provide shoppers with access to a selection of the luxury Swiss watch brand’s most-anticipated launches and heritage pieces.

Increasing its footprint in Derbion to 1,628 sq. ft, the refreshed Beaverbrooks store has also introduced a dedicated Gucci area, alongside Baume & Mercier, Rado and Beaverbrooks’ own-brand diamonds and jewellery.

During their visit to Derbion, shoppers will be able to browse Beaverbrooks’ exceptional own brand diamond range, including the newly launched ‘Starlit’, a uniquely designed 15-piece collection representing the stars that light the universe. Also available will be ‘Essence’, a diamond jewellery collection with breath-taking sparkle and a story behind every single design, and ‘Beyond Brilliance‘ – exclusively designed for Beaverbrooks’ 100th Birthday and the only diamond cut of its kind in the world.

With its extensive diamond and bridal jewellery offering, Derbion’s Beaverbrooks’ team of experts will assist customers with those extra special engagement and wedding ring purchases, positioning Beaverbrooks as a true diamond and wedding destination in Derby.

Elsewhere in-centre, renowned jewellers Goldsmiths and Ernest Jones have also recently significantly invested in their existing spaces to offer shoppers a wider range of big-name brands, refreshed store design and new in-store experiences. Work to the new and improved Ernest Jones store is now complete and the work to Goldsmiths is well underway, with the improvements set to be complete over the coming months. 

Beth McDonald, Managing Director at Derbion commented: “We’re excited to announce that Beaverbrooks has reopened in-centre following a full-store refurbishment. Our customers can enjoy shopping in a refreshed space and also have the opportunity to discover a wider range of leading jewellery names and a brand-new, standalone TAG Heuer boutique.

"We’re delighted that three of the leading names in retail jewellery have chosen to invest in their existing stores with us, and we’re proud that so many of our retailers are showing such confidence in the centre, as well as Derby, by investing and expanding their stores."

Anna Blackburn, Managing Director at Beaverbrooks, said: “We are thrilled to be expanding our long-running and incredibly valued partnership with TAG Heuer to open Derby’s first luxury boutique in Derbion, which is the perfect location, and will complement our refurbished store

"In addition to a new luxury watch experience, we are excited to give shoppers access to our diamond and bridal team expertise and latest stunning ranges. We’re confident the refurbished store will be popular with customers – both local and further afield – and look forward to continuing to provide outstanding levels of customer service, while showcasing our expertise and passion for luxury watches and fine jewellery."

Zoe Maloney, Store Manager at Beaverbrooks Derby, added: “Our team is so excited to be part of the first TAG Heuer boutique in Derby and we look forward to continuing to demonstrate our expertise and providing the very best service to our customers. The new boutique will offer an elevated, luxury experience, so we’re pleased to be able to officially open our doors and welcome new and existing customers.&rdquo