JQ Diamonds Joins the Leicester City Community Partnership

Some partnerships make sense on paper. This one makes sense on every level.

JQ Diamonds, Birmingham's premier independent diamond jeweller, has joined the Leicester City Community Partnership - a collaboration that connects one of the Jewellery Quarter's finest names with one of the East Midlands' most beloved institutions.

Working alongside hyperlocal sports marketing specialists Eleven Sports Media, JQ Diamonds now has high-visibility LED branding pitchside at King Power Stadium during every home match, alongside presence across StadiumTV and StatTV channels in the concourses and hospitality areas - reaching fans at the moments that matter most.

A natural fit

For a brand built on meaningful moments - engagements, anniversaries, christenings, bespoke commissions - there's a genuine alignment with a football club that brings 32,000 people together in shared celebration. The values aren't so different: loyalty, pride, and marking the occasions that define us.

JQ Diamonds' Leicester clients have long been among its most loyal, many making the journey to Birmingham's Jewellery Quarter for their most significant purchases. Managing Director Sonny Jogia has strong ties to the city - he studied at the University of Leicester and has family connections there - making this a partnership that reflects where the brand's community genuinely lives.

"A significant number of our customers are from Leicester," says Sonny. "Joining this partnership lets us engage authentically with a community we already serve, while raising the profile of the brand."

More than matchday visibility

Brand awareness was the starting point, but the partnership goes further. JQ Diamonds is committed to supporting the positive social impact initiatives championed by Leicester City Football Club - collaborating on CSR programmes and grassroots activity that benefits Leicester families directly.

"We don't just want to trade in Leicester - we want to contribute," Sonny continues. "This partnership connects our brand to a club and a city we care deeply about, turning our brand presence into a tangible community benefit."

A landmark year

The Leicester City announcement follows a significant period for JQ Diamonds. In March 2026, the business was shortlisted for both Employer of the Year and Bespoke Jewellery Retailer of the Year by Retail Jeweller Magazine - recognition of the team's commitment to craftsmanship and customer experience.

Whether you're in Leicester or Birmingham, if you're looking for something exceptional - an engagement ring, a bespoke commission, or a piece that marks a moment worth remembering - we'd love to hear from you.