Blundy is the chairman of BB Retail Capital and launched Lovisa as a fashion jewellery chain in 2010 as an ‘extension’ of Diva. Today, Lovisa has nearly 1,000 stores worldwide and operates in around 50 countries.
Now, Blundy is taking aim at the fine jewellery market with the launch of ‘Jewells’ in the UK, with seven stores expected to open in the coming weeks.
As reported by the Australian Financial Review, the chain had initially planned to open 15 stores at launch, but was unable to secure locations with UK landlords.
In a somewhat unusual marketing campaign, Jewells has a YouTube channel that is releasing a series of ‘documentary-style’ videos documenting the launch of the fine jewellery chain.
“Jewells is an adaptation and outflow from Lovisa, and Lovisa has been marvellously successful around the world, and customers around the world love Lovisa,” Blundy explains in one video.
“The evolution of the ability to bring much more elevated and much more elegant products is now what they need.”
“Our number one job is to figure out what the customer is going to want – sometimes they don’t even know what they want at the moment. Then we will deliver it in a package that is appealing. There is a void that needs to be filled. It’s our job, our duty, to do that.”
Companies House, the UK’s business registry, records Christopher Lauder as the director of Jewells Retail Limited, which was incorporated in November 2024. Lauder is also a director of Lovisa.
Peter Bohn is listed as the CEO of Jewells and has worked with Blundy at both Lovisa and Diva. The main shareholder is Lovisa Australia, and the relevant legal entity is Lovisa Holdings.
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