As previously reported, Blundy has entered the fine jewellery market with the ‘Jewells’ chain in the UK. Seven stores opened in the UK on 6 June, in cities such as London, Essex, Brighton, and Newcastle.
Around 15 stores were initially scheduled to open at launch; however, that was later reduced. A statement said that more UK stores would be opened in the coming months.
Peter Bohn is listed as the CEO of Jewells and has worked with Blundy at both Lovisa and Diva.
"From day one, we set out to do something bold—to meet customers where they already love to shop and make an immediate, lasting impression," Bohn said.
"These seven stores are just the beginning, setting the stage for an exciting journey ahead."
Blundy is the chairman of BB Retail Capital and launched Lovisa in 2010 as an ‘extension’ of Diva. Today, Lovisa has nearly 1,000 stores worldwide.
As mentioned, Jewells has a YouTube channel that releases a series of ‘documentary-style’ videos documenting the chain's launch. Chief brand and operations officer Leah Uka said this launch was merely the beginning of an ambitious brand.
"Jewells was built to resonate across every detail — location, design, and customer connection,” she explained.
“This portfolio has been curated to reflect the brand's elegance and energy while positioning us for scale. This coordinated launch is not only a celebration — it's a signal of what's to come."
Companies House lists Christopher Lauder as the director of Jewells Retail Limited, which was incorporated in November 2024. Lauder is also a director of Lovisa.
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