Opening Hours:

                Monday - Saturday

                9.30am - 5.30pm

History of Beards

Founded in 1804 as Waite & Sons (Jewellers) Ltd the business has been a presence on the Promenade, at the heart of Cheltenham town centre, for generations.
Based on an unswerving - and continuing - commitment to style, service, and quality, the business thrived. It was expanded in the 1930's by the purchase of RF Beard, from which today's highly successful business, Beards was created.

The business has been family owned since it first started and the current owners and Directors - mother and son Angela and Alex Rose - represent the fifth and sixth generations of the family to run the company. Both are strong believers in upholding the original company’s passion for design combined with the finest traditional values of customer care and respect.
Indeed investment in training is taken most seriously by the company as it recognises that excellence begins and ends with the knowledge and professionalism of its staff.

Alex Rose says: "We are not just another jeweller. Whilst our heritage may be traditional, our jewellery and watches are certainly not. Our team here is always searching out unusual jewellery and watches that appeal to the sense of the contemporary. We don’t replace the same stock constantly; we also want to offer our customers something stylish and exciting."