The Beards Family

Founded in 1804 the business has been a presence on the Promenade, at the heart of Cheltenham town centre for generations. Based on 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 run since it first started 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. Indeed 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 2010 Beards opened in Mayfair, London. Beards' high quality, uniquely in house, British made jewellery has become a favourite among its clients.

Beards has become synonymous with creating beautiful jewellery and specialising in diamonds and unique gemstones and as such the Beards philosophy sums up what we stand for:-



“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”


Original Shop Front

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."

Our shop front today