London-based jeweller Queensmith, renowned for its Hatton Garden showroom, is launching its first regional store in Birmingham this month, marking a significant expansion for the brand. Established in 2016, Queensmith specialises in bespoke, responsibly sourced natural and lab-grown diamond jewellery for proposals, weddings, and life's milestones.
A Luxurious New Location
The new showroom is situated in the luxurious 5 St Philip's Place, at the heart of Birmingham's Cathedral Square, a celebrated landmark development. This move brings Queensmith's distinctly modern approach to fine jewellery to the centre of the city, offering a contemporary alternative to the traditional retail experience long associated with Birmingham's Jewellery Quarter.
Redefining the Jewellery Shopping Experience
In response to hurried sales tactics and overwhelming ring shopping environments, Queensmith has designed its showroom around private, appointment-led consultations. These sessions aim to inspire thoughtful conversation, provide tailored expert guidance, and deliver a genuinely personal experience. The brand's arrival introduces a fresh perspective to ring shopping, blending exceptional craftsmanship with a relaxed, education-led approach tailored for today's couples.
This shift reflects a broader trend in how engagement rings are discovered, moving away from transactional retail settings toward more collaborative, consultation-based interactions.
Founder's Vision for Birmingham
Founder and CEO Brett Afshar emphasised that Queensmith was deliberate in choosing Birmingham, waiting for the right location before expanding. "We are proud of our Hatton Garden heritage, and Birmingham was a natural next step with its own Jewellery Quarter tradition," he said. "The city's central location makes it easily accessible to couples across the Midlands, allowing us to bring our expertise, craftsmanship and personalised, appointment-led experience to a wider audience."
Afshar added that the Birmingham showroom represents more than just a new location; it signals a continued commitment to redefining how engagement rings are purchased in the UK. "We've always believed that choosing an engagement ring should feel collaborative and meaningful. With more couples shopping together for engagement and wedding rings, we wanted the showroom to be about creating space for conversation, where couples can explore designs, understand diamonds and make confident decisions together. It's not about pressure or performance, but about celebrating a milestone in a way that feels personal and true to them."
Queensmith's expansion highlights its focus on ethical, heritage craftsmanship combined with a modern, client-first experience, setting a new standard in the jewellery retail sector.
