Queensmith opens first regional showroom in Birmingham

London-based jeweller Queensmith has opened its first showroom outside the capital in Birmingham, offering appointment-led consultations for bespoke engagement rings and GIA-certified diamond jewellery.

The new facility, located at 5 St Philip’s Place, marks the brand’s first physical expansion since its launch in Hatton Garden in 2016. 

Unlike traditional retail models that display finished stock, the Birmingham showroom uses a consultative approach where customers work with specialists to select diamond shapes and settings. 

The space is designed to facilitate side-by-side comparisons of natural and lab-grown diamonds, reflecting a shift toward collaborative and research-heavy consumer purchasing habits.

While the retail presence has expanded to the Midlands, the company’s manufacturing remains centralised in London. 

Every piece is designed and produced by an in-house team of goldsmiths and gemmologists in Hatton Garden. 

This model allows the firm to maintain control over production standards while providing a local touchpoint for clients in the Birmingham and Midlands region.

The selection of Birmingham was attributed to the city’s established jewellery heritage and its accessibility to a wider regional audience. 

The brand has serviced over 25,000 couples since its inception and intends to use the new showroom to offer transparent pricing and technical guidance on stone quality and responsibly sourced materials.

Queensmith said: “The Birmingham showroom has been designed around the belief that choosing a ring should be collaborative. Instead of browsing finished jewellery behind glass, our consultations focus on helping you understand how your ring is created. 

“Couples can explore diamond shapes and try on styles to see what feels right. While we are expanding to Birmingham, our craftsmanship remains rooted in London, with every ring crafted by our team in Hatton Garden.”

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