London-Based Hatton Garden store to open showroom in Birmingham - here's when
The prestigious jeweller is expanding to Birmingham
A London-based jeweller, famous for its Hatton Garden showroom, will launch its first regional store in Birmingham this month, marking a major expansion.
Established in 2016, Queensmith provides bespoke, responsibly sourced, natural and lab grown diamond jewellery for proposals, weddings and life’s milestones.
Known for its focus on bespoke design and exceptional craftsmanship, Queensmith delivers a luxury experience that puts each client at the heart of their story.
Located in the luxe 5 St Philip’s Place, at the centre of Birmingham’s Cathedral Square and a celebrated landmark development, the new showroom brings Queensmith’s distinctly modern approach to fine jewellery to the heart of the city.
It offers a considered alternative to the traditional retail experience that Birmingham's Jewellery Quarter has long been known for.
In response to hurried sales tactics and overwhelming ring shopping experiences, the showroom has been designed around private, appointment-led consultations that inspire thoughtful conversation, enable tailored expert guidance and provide a genuinely personal experience.
Queensmith’s arrival introduces a contemporary perspective to ring shopping, blending craftsmanship with a more relaxed, education-led experience designed for today’s couples.
The showroom reflects a broader shift in how engagement rings are discovered, moving away from transactional retail environments toward more collaborative, appointment-led consultations.
What’s been said?
Founder and CEO Brett Afshar at Queensmith says the brand was deliberate in its approach to Birmingham, waiting for the right location before making the move. “We are proud of our Hatton Garden heritage, and Birmingham was a natural next step with its own Jewellery Quarter tradition.
“The city’s central location makes it easily accessible to couples across the Midlands, allowing us to bring our expertise, craftsmanship and personalised, appointment-led experience to a wider audience.”
“For the brand, Queensmith Birmingham represents more than a new location. It signals a continued commitment to redefining how engagement rings are bought in the UK – uniting ethical, heritage craftsmanship with a modern, client-first experience.
“We’ve always believed that choosing an engagement ring should feel collaborative and meaningful. With more couples shopping together for engagement and wedding rings, we wanted the showroom to be about creating space for conversation, where couples can explore designs, understand diamonds and make confident decisions together. It’s not about pressure or performance, but about celebrating a milestone in a way that feels personal and true to them.