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"At Beards, our vision is to take the ordinary and make it extraordinary. We aim to provide our clients with a service that is personal and to create pieces that are expertly crafted and beautifully unique. Together we want to make the special moments in life truly memorable”

Founded in 1804, Beards is located on The Promenade, at the heart of Cheltenham's town centre and has been providing Gloucestershire with fine jewellery and watches for generations.



Beards is a sixth-generation family-run business. Its first store (Waite and Son) was established in 1804 on Cheltenham's High Street. The Waite family acquired R. F. Beard in the 1930s and re-branded as Beards.

The business has been family-run since it was founded by the Waite family in 1804 and the current owners represent the fifth and sixth generations of the family to run the company. All are strong believers in upholding the original company's passion for design, combined with the finest traditional values of customer care and respect. Investment in training is taken most seriously by the company as it recognised that excellence begins and ends with the knowledge and professionalism of its staff.


In 2017 Beards opened in a new store in the Royal Arcade on Old Bond Street, London providing the same high quality, uniquely made jewellery all designed and crafted in-house at our Cheltenham workshop.



Alex Rose, Managing Director 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 to create unusual jewellery and source 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."



Angela and her son Alex represent the fifth and sixth generations to run Beards. Their passion for fine jewellery and watches as well as their involvement in the local community has ensured Beards maintains its reputation as one of the best independent jewellers in the country.