Atkinsons the Jewellers to relocate to former Starbucks shop in Sutton Coldfield’s Gracechurch Centre

A long-standing Sutton Coldfield retailer is to move to a prime site at a popular shopping centre just months after suffering a break-in.

Atkinsons the Jewellers will be relocating from its Birmingham Road shop, to a new store at the former Starbucks coffee shop premises in The Gracechurch Centre and has vowed that the ‘high street is not dead’.

The firm said: “After 28 successful years of serving Sutton Coldfield’s loyal customers, we are relocating to the Gracechurch Centre in time for Christmas.”

Atkinsons the Jewellers is moving to new premises at the former Starbucks coffee shop in The Gracechurch Centre

The family-owned business first opened its doors in Birmingham Road in 1990 and said it was a ‘leading retailer of fine new and pre-loved jewellery’.

The new ‘state-of-the-art’ showroom represents a six-figure investment and will feature a new Bridal Boutique which they say is a ‘first in the area’ with wedding and engagement rings from British designers Brown and Newrith, for whom they will be ‘premium brand ambassadors’.

They will also sell jewellery from ‘upcoming British designers’ such as Vicki Smith of Vixi Jewellery, who will be showcasing her award-winning range exclusively at the store.

The move comes just two months after their Birmingham Road store was raided – at 11pm on Sunday, September 9. Thieves are believed to have blasted a hole from a neighbouring shop’s adjoin wall and crawled in before stealing a quantity of jewels.

But Adrian Atkinson, on behalf of the firm said: “This has been a long time in the planning. As I am sure you can appreciate we don’t comment on security matters which are in no way related to this move.
“The new showroom will be open in the next few weeks when fitting is completed.”

Atkinsons started as a small retailer of gold and silver jewellery, watches, antique and second-hand jewellery with just three employees. It is now a multi-million pound group with more than 20 full-time employees. It is also an online bullion dealer.

Paul Atkinson, owner and managing director of Atkinsons the Jewellers and Atkinsons Bullion and Coins, said: “Clients buying jewellery still desire the ability to try on a ring and discuss their requirements at length with experienced and qualified staff.

Atkinsons the Jewellers has been at its Birmingham Road site since 1990 but is now moving
Atkinsons the Jewellers has been at its Birmingham Road site since 1990 but is now moving

“This is still valued when you are looking for that special gift or planning your engagement and wedding.

“I would like to than our loyal customers and staff for their support during the last 28 years.

“I am proud of what we have achieved both locally and nationally and with this new showroom we look forward to providing great products and service for many years to come.

“We truly believe the high street is not finished and can’t wait to open the doors to our new store in a few weeks’ time.”

As well as sales, Atkinsons also offers on-site repairs and modelling service, as well as a bespoke jewellery design service.

The former Starbucks will be transformed in to a new showroom with office space on the first floor and creates Sutton’s own ‘jewellery quarter’ with Beaverbrooks, Ernest Jones and Swarovski all in close proximity.


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