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.