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sonnys new store 2020

Launching our New Concept Store

Hello and welcome to Jewellery Quarter Diamonds!

As you may know, Jewellery Quarter Diamonds is a new concept store that has just opened in Birmingham’s Jewellery Quarter. We recently had our press launch, here’s more on what went down… 

About our Jewellery Store 


We wanted to create something that’s both unique and luxurious. Whilst planning our complete refurbishment, we worked with architects Faber Design to create interiors that are welcoming and open. We completely transformed an outdated space into something modern and luxurious.

Drawing inspiration from the art-deco movement and roaring twenties, we have elements of golden brass, marble and velvet throughout the store. With interesting shapes and statement light fixtures, we’ve achieved something that we could’ve only imagined before! We really hope you like it as much as we do.

Specialising in bespoke jewellery design, our concept is to involve you (as the customer) in designing your own jewellery. This way everything is more personal to you, and exactly how you’d imagined it to be. We also stock a great selection of jewellery mounts and loose diamonds, should you want to build curate your own piece.

Planning a COVID-safe Press Launch

As we were set to open, we were left wondering how to launch a store safely, and whether we could even do a traditional launch party at all.

We managed to get around this by hosting multiple launch sessions with minimal numbers in each. Guests were guided to their tables and everything was brought to them – allowing guests to sit comfortably and enjoy the entertainment.

Masks were worn by all staff and by guests if they were out of their seats. Otherwise, they sat behind the Perspex screen fixed to our tables – installed for customer/ staff safety. Temperatures were taken as everyone arrived and hand sanitiser was available to all.


Local businesses and media were invited along for an insight into what we do at Jewellery Quarter Diamonds. Among the guests were Councillor Sybil Spence (former Mayor of Birmingham) and Councillor Chaman Lal, who were invited along to cut our ribbon – declaring us officially OPEN!


When planning the launch sessions, we know we wanted to support as many local businesses as possible. For everything we had to source for the date, we shopped local! We asked our JQ neighbour Saint Pauls House to provide our guests with canapes, and hired their waiter Tom to assist us on the day. These went down a treat!

Along with a special diamond gift from ourselves, we curated gift bags to give to guests as a thank you for attending. These included fantastic chocolate business cards from The Chocolate Quarter, delicious personalised cupcakes made by team JQ Diamonds & a folder full of promotional materials for businesses that supported the event, including Cake Quarter and Lily Jones Flowers.

We’re pleased we could use local businesses to support our launch and would urge you to #supportlocal as much as you can yourselves. We really do a happy dance at every great milestone! 


After speeches and welcome drinks, guests were guided through our bespoke design process. Our team members were each allocated to a table, allowing guests to really enjoy a rounded experience of Jewellery Quarter Diamonds. Everybody designed their dream piece of jewellery, using either our high-tech design software or traditional drawing methods. All of these designs could be made by our in-house team of goldsmiths should they want to purchase!

Sonny's Store Opening

Our sessions also welcomed Midlands-based musician, Alice Kubë for enjoyable entertainment throughout. At a time where the arts industry is struggling so much, we felt it only right to support it in what way we could. Alice received so many compliments from our guests and we wouldn’t hesitate to book her again!

Round up

Overall, the sessions were a fantastic success! We were delighted with the feedback we received – it was outstanding. Furthermore, we’re so glad we found a way to safely work around COVID regulations and still celebrate the opening of our new concept store.

We also raised £250 for Parkinson’s UK by raffling a pair of diamond earrings to guests.


If the experience has taught us anything, it’s to remain optimistic in these trialling time – there’s always a way! 

Thank you for reading – more from us soon.

In the meantime, stay updated with the latest over on our social media channels: @jqdiamonds

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