Jewells Makes Bold UK Debut with Flagship Stores
Jewells, a disruptive new jewellery and lifestyle brand from Brett Bundy—the entrepreneur behind global accessories success Lovisa—is officially launching in the UK on 30th May, with flagship openings at two of the country’s most prominent shopping destinations: Lakeside Shopping Centre in Essex and Eldon Square in Newcastle.
The brand’s launch spans seven UK locations, but the Lakeside and Eldon Square stores represent key strategic anchors in Jewells’ rollout plan. Each 1,000 sq ft unit combines high-end retail with experiential services aimed at a style-conscious, younger demographic.
Disrupting Traditional Jewellery Retail with Experiential Concepts
Jewells is positioning itself as more than a jewellery store. Alongside a wide range of jewellery priced from £30 to £3,000, the stores will offer luxury piercings, fine line tattoo services, personal styling appointments, and a ‘Make Your Own Memory’ stack bar—an interactive jewellery-building feature designed to increase dwell time and brand engagement.
Leah Uka, Chief Brand Officer at Jewells, explained:
“Jewells has been created to provide cutting-edge, on-trend premium jewellery with a personalised twist. Both Lakeside and Eldon Square are vibrant centres with strong footfall and customer profiles that match our target demographic. These locations are the ideal launchpads for our brand.”
Strategic Growth Backed by Premium Retail Partnerships
At Lakeside, Jewells joins a growing mix of high-profile tenants including Swarovski, Beaverbrooks, Chisholm Hunter, and Thomas Sabo, helping to further diversify and elevate the centre’s premium retail offering.
“Bringing Jewells to Lakeside highlights the appeal of our centre to ambitious, forward-thinking brands,” said Rob Jewell, Managing Director of Asset Management at Pradera Lateral. “Our focus is on curating an experience-led tenant mix that resonates with today’s shoppers, and Jewells is a perfect fit.”
Meanwhile, Eldon Square will be home to Jewells’ sole Northern store. Located next to Molton Brown, the launch complements other headline openings in the centre, including the North East’s first Sephora, along with planned entertainment venues like Flight Club and Freight Island.
“Eldon Square offers everything we look for in a launch location—loyal customers, a vibrant city centre, and a forward-looking approach to retail,” added Uka.
A Confident Entry into the UK Market
The dual launch of Jewells at Lakeside and Eldon Square signals a confident and well-backed entry into the UK’s competitive retail landscape. Supported by seasoned leadership and a unique retail experience, the brand is set to resonate with fashion-forward consumers seeking more than just transactional shopping.
Matthew Beddow, Senior Director at Pradera Lateral, concluded:
“Jewells offers a differentiated retail proposition that complements our broader strategy. Securing them at Eldon Square reinforces our centre’s appeal to leading and emerging brands alike.”
As Jewells embarks on its ambitious 12-month expansion plan, its presence in two of the UK’s most influential retail centres positions the brand as one to watch in the evolving jewellery and accessories market.
