01Move
DNA dimensions
Bespoke commission revenue, repair turnaround, avg ticket, bridal pipeline, Assay Office hallmark volume, insurance valuation revenue.
All playbooksSmall business
Jeweller playbook.
An independent UK jeweller selling fine + bridal jewellery with in-house repair, bespoke commissions and Hatton Garden sourcing. The win is bespoke + repair revenue on top of counter trade.
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Reference fit-out · Jeweller
Overview
A UK indie jeweller in 2026 makes money on three engines: counter sales (28–38% margin, 30–45% of revenue), bespoke + bridal commissions (48–62% margin, 30–40%), repair + valuation (64–78% margin, 15–25%). Maths: 22 daily transactions × £280 avg ticket × 6 days = £37k/week counter + £12k–£32k/month bespoke + £6k–£12k/month repair = £180k–£280k/month gross at a strong single-shop operation. Hatton Garden + Birmingham JQ wholesale unlocks margin; hiring a bench jeweller unlocks bespoke + repair revenue. This playbook covers sourcing, fit-out, security and the multi-channel revenue stack.
£280
Avg ticket
34%
Bespoke mix
£8k/month
Repair revenue
What you'll need
Equipment list with real 2026 UK prices.
Sized for a 2–4 chair shop. Buy mid-range on chairs and clippers; cheap kit fails inside 12 months and walks away with your barbers.
01
Display & security
Illuminated glass display cases (×6–10)
Locking, LED-lit, anti-bandit
£1,400–£3,800 each
High-security safe (Eurograde III+)
£100k+ rating, AiCB approved
£3,400–£8,400
Strong-room build (if larger inventory)
£12,000–£42,000
CCTV + monitored alarm (NSI Gold)
£2,400–£5,400 + £640/year
Bandit screen + buzz-entry door
£3,400–£8,400
02
Bench jeweller workshop
Bench jeweller workstation + tools
£3,400–£6,500
Laser welder (Orion 250s)
£8,400–£18,000
Polishing motor + extraction
£1,800–£4,200
Ultrasonic + steam cleaner
£900–£2,400
Diamond + gemstone scope + microscope
£1,400–£3,400
Sizing tools + ring stretcher + mandrels
£640
03
Stock & sourcing
Opening stock (cases of jewellery)
Bridal + everyday + occasion
£42,000–£140,000 net
Hatton Garden wholesale accounts (5–8 suppliers)
Net 30, no setup
Birmingham JQ casting + manufacturing
Cost + 20% mark-up
Loose diamond / gemstone consignment
Memo terms, no upfront
Assay Office hallmarking (Sheffield/London)
£0.40–£12 per item
04
Front of house
Lightspeed Jewellery POS
£480 setup + £140/month
Counter + customer seating
£2,400–£5,400
Bespoke consultation table
£900–£2,400
Branded boxes + ribbon + carrier bags
£640 first run
Insurance valuation software (Jewelin)
£420/year
Where to set up
Location is half the business.
Demographic
Median household income £55k+
Average ticket £280 + bridal £4k–£14k needs disposable income.
Bridal catchment
Wedding venue cluster within 10mi
Bridal is 30%+ of revenue at well-positioned shops.
Bridge to corporate / professional district
Solicitors / accountants within 1mi
Anniversary + corporate gifting opportunity.
Step-free + corner / mid-terrace
Visibility + secure entry
Security and footfall both matter.
Trading + workshop area
60–140 m² + 25 m² secure workshop
Bench workshop needs separation + extraction.
Area tier
Rent / month
Notes
London Zone 1–2 (Marylebone, Chelsea, Hampstead)
£4,800–£14,000
Premium average ticket + bespoke pipeline.
Affluent suburb (Wimbledon, Esher, Sevenoaks)
£2,400–£5,400
Strong bridal + repeat anniversary trade.
Market town (Stow, Tetbury, Beverley)
£1,200–£2,800
Loyal local + tourism trade.
Regional city centre (York, Bath, Edinburgh)
£1,800–£4,200
Tourism + bridal.
Licences & registrations
Get the paperwork done before you sign a lease.
UK figures for 2026. Lead times assume you submit complete applications — councils will pause the clock if you miss documents.
Requirement
Who issues
Cost
Lead time
ReqCompanies House Ltd registration
Companies House
£100
Usually 24 hours
ReqAnti-Money Laundering (AML) registration
HMRC
£300 + £150 ID check
45 days
OptNAJ membership (National Association of Jewellers)
NAJ
£480/year
2 weeks
ReqHallmarking sponsor mark (Assay Office)
London / Birmingham / Sheffield / Edinburgh
£140 setup + per-item fee
4 weeks
ReqPublic + product + jewellers' block insurance
TH March / NIG
£2,400–£8,400/year
2 weeks
ReqNSI Gold alarm + 24/7 monitoring
ADT / Chubb / Securitas
£640–£1,400/year + £2,400 install
4 weeks
ReqEmployer's liability
Insurance broker
£180–£360/year
1 day
ReqCustomer ID + AML verification system
Veriff / SmartSearch
£140/month
1 week
Build-out timeline
From decision to open in 12 weeks.
01
Phase 0 — Concept & sourcing
Weeks 1–10- Open Hatton Garden + Birmingham JQ wholesale accounts
- Site search + lease HoTs (security survey)
- AML registration application (45-day lead)
- Hallmark sponsor mark application
02
Phase 1 — Security + fit-out plan
Weeks 8–16- NSI Gold alarm install
- Safe + strong-room build
- Display case manufacture (8–10w lead)
- Bench workshop fit-out + extraction
03
Phase 2 — Stock-in
Weeks 14–18- First £60k+ stock-in (bridal, everyday, occasion)
- Loose diamond consignment from memo suppliers
- Insurance valuation system live
- Bench jeweller hired
04
Phase 3 — Soft launch
Weeks 17–18- Press + bridal-influencer preview
- Repair desk opens for trial customers
- Bespoke consultation booking live
05
Phase 4 — Open
Week 19+- Open Tue–Sat
- Wedding fair appearances (target 4/year)
- Bridal showcase events (quarterly)
- Christmas + Valentine's stock plan
Budget
Realistic startup and monthly cost ranges.
One-off · Startup
Setting up the shop
Lease deposit + 3 months
£7,500 → £32,000
Shopfit (cases, counter, signage)
£14,000 → £42,000
Security (safe, alarm, CCTV, screens)
£10,000 → £32,000
Bench workshop (laser, polish, tools)
£16,000 → £32,000
Opening stock
£42,000 → £140,000
POS + valuation + AML tech
£1,800 → £4,800
Branding + insurance + licences
£3,400 → £12,000
Pre-launch marketing + bridal
£2,400 → £8,400
Working capital (3 months)
£18,000 → £48,000
Typical total
£115k–£351k
Recurring · Monthly
Keeping the lights on
Rent + service charge
£1,200 → £14,000
Business rates (after relief)
£0 → £3,400
Utilities + alarm monitoring
£340 → £900
COGS (52–62%)
£24,000 → £140,000
Wages (owner + bench + 1–2 sales)
£8,400 → £24,000
Insurance (jewellers' block)
£280 → £900
POS + AML + valuation software
£280 → £640
Marketing + wedding fairs
£420 → £2,400
Typical total
£34.9k–£186.2k
Numbers that compound
How a jeweller actually looks on a chart.
Illustrative planning ranges, not measured customer data. Toggle the views to see ramp, mix and weekly load.
12-month revenue ramp
Low vs high scenario (£ monthly)
High Low
Illustrative example for planning, not measured customer data.
First 90 days
Dates that actually matter after opening.
01Day 1
Press preview: 64 attendees, 8 bespoke consultations booked, £4.8k counter take.
02Day 7
Full open: £18k counter + 4 repair jobs (£840) + 2 bespoke deposits (£2.4k).
03Day 30
First bespoke piece delivered (£4.8k). 22 repair jobs in flow. 6 bridal couples in pipeline.
04Day 90
Steady: £108k/month — 48% counter / 32% bespoke / 14% repair / 6% valuation.
05Day 180
First Christmas + Valentine's peak: £184k Dec, £142k Feb. Bridal pipeline 28 couples.
What's inside
DNA, route, automations, integrations, benchmarks, advisors — tuned for a jeweller.
02Move
Suggested route
Open Hatton Garden + Birmingham JQ wholesale accounts, hire a bench jeweller, launch bespoke consultations (£900–£14k per piece) + repair desk, build a bridal pipeline.
03Move
Automations
Bespoke consultation booking, repair tracking + customer SMS, insurance valuation renewals, bridal anniversary reminders, gemstone supplier reorder.
04Move
Integrations
Visualjeweller / KornitX / Lightspeed Jewellery POS, Stripe, Klaviyo, Xero, repair tracker (Jewellry, Jamna).
05Move
Benchmarks
Avg ticket, bespoke mix %, repair revenue, valuation revenue vs UK indie jeweller cohort.
06Move
Advisors
Encore advisors from National Association of Jewellers (NAJ), Hatton Garden trade, and Goldsmiths' Company.
Stack
Modules used in this playbook.
01DNA Engine02Route Map03Launch Twin04Automation05Verified06Encore
Related playbooks
Owners of a jeweller often run — or cross-sell with — these adjacent operations.
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