Family-owned UK diamond and jewellery retailer the Beaverbrooks Group, which includes Beaverbrooks and Loupe, is the first in the UK to be recognised for its commitment to natural diamonds and responsible sourcing, following the award of ‘Premier Retailer accreditation’ from the Natural Diamond Council (NDC).
The accreditation is awarded to retailers which meet a defined set of standards, including offering a curated selection of natural diamonds graded by internationally respected laboratories, maintaining robust colleague education programmes to ensure strong product knowledge, and delivering a high level of in-store service that clearly communicates the value and characteristics of natural diamonds.
The Beaverbrooks Group’s natural diamonds help support and enrich the lives of the communities where they’re mined, funding education and empowering millions worldwide.
Most recently, Beaverbrooks launched True by Beaverbrooks, a fully traceable diamond collection available across select UK stores and online. Every diamond originates from Botswana and carries the Botswanamark certification, guaranteeing responsible sourcing and giving customers complete confidence in the origin of their jewellery.
The new collection follows the accreditation’s guidelines, which require retailers to use in-store screening tools and provide clear information about how their diamonds are sourced and how responsible practices are maintained across the supply chain.
As part of the accreditation, the Natural Diamond Council will also provide ongoing support to the Beaverbrooks Group through enhanced colleague education, including structured e-learning modules and training initiatives designed to further strengthen expertise across its retail teams.
Lorna Haddon, Head of Diamonds at Beaverbrooks, said: “At the Beaverbrooks Group, natural diamonds sit at the heart of our collections, and we are incredibly proud to be recognised by the Natural Diamond Council as a Premier Retailer. This accreditation reflects our heritage of being leaders in the jewellery industry, and our long-standing commitment to responsibly sourced natural diamonds, as well as the expertise and passion of our teams across our 57 stores.
“As such a meaningful and considered purchase, it is important to us that customers feel confident and informed when choosing a diamond. Through continued education and support from the Natural Diamond Council, we can further strengthen the experience we offer to our customers in-store and online, and ensure we are always showcasing the true value of natural diamonds.”
Amber Pepper, CEO at the Natural Diamond Council, commented: “We are delighted to partner with the Beaverbrooks Group and support its commitment to natural diamonds. Its focus on responsible sourcing, team education and exceptional customer experience aligns closely with the standards we champion at the Natural Diamond Council.”
“This accreditation recognises retailers who uphold the integrity of the natural diamond industry and play a vital role in building trust and confidence with consumers, and we look forward to working closely with the Beaverbrooks Group as it continues to elevate its offering in this space.”
To explore all Beaverbrooks collections, visit www.beaverbrooks.co.uk
