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Our History



Founded in 1804, we are one of the UK's oldest family-run and independent jewellers. Situated at the heart of Cheltenham’s prestigious promenade and Mayfair's Old Bond Street, we have provided the best in fine jewellery and luxury timepieces for generations.



Nestled above our Cheltenham store in the town centre, the beating heart of Beards is the warren of rooms that form the in-house watch and jewellery workshops. Here, traditional age-old techniques meet with cutting edge technology and design to offer limitless possibilities without compromising quality. All aspects from design to smithing and gem-setting are completed in-house with exceptional attention to detail. Each piece of jewellery that leaves us has passed through the hands of our masterfully skilled artisans.

With unparalleled customer service both in-store and online and infinite possibilities for creating the jewellery of your dreams, our passion for design and traditional values of respect and care is of the utmost importance to us. Our excellence begins with the expertise and professionalism of our team.

Alongside our one-of-a-kind bespoke jewellery services, we offer a wide selection of expertly crafted engagement rings, dress jewellery, future heirlooms and the best in Swiss watchmaking brands.

We pride ourselves on the personal experience we offer to our clients, whether they have shopped with us loyally for decades or on the first step of a journey with us.





A Heritage Built on Excellence



Six generations of the Waite family have pursued the pinnacle of luxury jewellery from our home in the historic Regency-spa town of Cheltenham. Passed down through six generations and over two hundred years, this pursuit of excellence manifests in a keen eye for the new, exciting and contemporary. We owe our expertise and values to our ancestor's ideals of quality, craft and service over volume and cost.

For centuries, we have understood that jewellery is a deeply personal thing that forms a sentimental link between the past, present and future. Our legacy, which we will pass to generations to come, is our dedication to personal experiences, quality, care and respect.

In the Heart of The Capital



In 2017 we took our passion to London and opened a store in the Royal Arcade on Old Bond Street. Not content with only offering haute-horlogerie brands Parmigiani Fleurier and Arnold & Son, two masters of exquisite design and watchmaking, Beards London is a convenient space in the capital to discuss and explore our world.

The perfect place for one-of-a-kind commissions, engagement rings, the sourcing of diamonds and rare stones and remodelling/refreshing older jewellery—all while offering the same expertise and unique jewellery designed and crafted in-house at our Cheltenham flagship store.





The Family



Angela and her son Alex represent the fifth and sixth generations to helm Beards. With an exceptional passion for quality, a deep appreciation for craft and extensive involvement in the local community; we maintain our reputation as one of the best independent jewellers in the UK.



“Our heritage may be traditional, but our jewellery and watches are certainly not. Our team is always striving to create jewellery and source watches that, while rooted in traditional craft, appeal to the contemporary.”

Alex – Managing Director