Brett Blundy, chairman of BB Retail Capital and founder of global fashion jewellery brand Lovisa, is expanding into the fine jewellery market with the launch of Jewells. Positioned as an elevated evolution of Lovisa, the new brand will debut in the UK, with seven stores set to open in the coming weeks.
Initially aiming to launch with 15 stores, the rollout was adjusted due to challenges securing retail locations with UK landlords. Still, the move signals a strategic push into the premium jewellery segment, leveraging the global success and infrastructure of Lovisa, which now operates nearly 1,000 stores across 50 countries.
Jewells is drawing attention with an unconventional marketing approach: a series of documentary-style videos on its official YouTube channel, offering behind-the-scenes insight into the brand’s creation and launch. In one video, Blundy describes the concept as a natural progression from Lovisa:
“The evolution of the ability to bring much more elevated and much more elegant products is now what [customers] need.”
The brand is helmed by CEO Peter Bohn, who previously worked alongside Blundy at both Lovisa and Diva. Christopher Lauder, also a Lovisa director, is listed as a director of Jewells Retail Limited, incorporated in November 2024. Ownership is tied to Lovisa Australia, with Lovisa Holdings as the primary legal entity.
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