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.
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
№ 01 / 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
№ 02 / 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.
№ 03 / 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
£12
Same day
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
№ 04 / 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
№ 05 / 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
№ 06 / Numbers that compound
How a jeweller actually looks on a chart.
Interactive projections rebuilt from real UK operating data — toggle the views to see ramp, mix and weekly load.
12-month revenue ramp
Low vs high scenario (£ monthly)
High Low
Source · NAVIZIX 2026 UK indie jeweller cohort (n=18 shops, 60–140 m²)
№ 07 / 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.
№ 08 / 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.
№ 09 / 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.
Start with this playbook
14 days free. No credit card.
Full workspace, every module. The jeweller playbook loads on day one. Cancel anytime.
Private preview · Waitlist
3,751 operators in the queue