Store gallery: Beaverbrooks’ shiny new brand Loupe promises the ultimate luxury experience

The Loupe concept will be home to luxury jewellery, watches and diamonds, displayed across 7,345 sq ft in the Centre:MK shopping centre.

The store features a dedicated showroom for Rolex, as well as a luxury watch space for brands such as Omega and Hublot.

The watch brands will sit alongside Loupe’s own range of luxury diamonds and jewellery, plus jewellery brands including Gucci and Mikimoto.

Designed to offer a luxurious experience, customers will be offered cocktails and macarons at the in-store bar.

Those looking for a highly personalised luxury experience can also shop in The Drum, a secret room where customers can play their own music as they look at pieces.

A new approach to luxury

The flagship store will be followed by a second in Croydon in spring 2023, as well as an online offer later this year.

Beaverbrooks managing director Anna Blackburn said: “We are beyond excited to launch our luxurious new boutique brand, Loupe, in Milton Keynes and are exceptionally proud to launch this new venture in partnership with Rolex. 

“While the brand was due to launch in summer 2021, we subsequently identified an opportunity to significantly expand our Milton Keynes boutique, which has now almost doubled in size since the original plan, to make it an even more impactful and prestigious shopping destination.  

“Following the rising trend for experiential retail and bringing a fresh approach to the luxury sector, Loupe has been carefully developed to offer the personal and immersive experience that we know is incredibly important to clients purchasing higher-value items and investment pieces.”