With over 185 years of history, Baker Brothers is a true benchmark in the world of high-end jewellery and watchmaking in the UK. Renowned for its refined selection of diamonds and prestigious timepieces, the family-run business has built a lasting relationship of trust with its local clientele and earned wide recognition within the industry.
The recent opening of their new two-storey boutique in the heart of Bedford marks a key milestone in the brand’s evolution. A bold, multimillion-pound investment, the project strengthens the company’s long-standing partnership with Rolex while reaffirming its deep-rooted ties with the Bedford community, an integral part of its identity.
The new flagship store is located just a few doors down from its former site, representing both a strategic relocation and a significant expansion. Co-directors – and sisters – Lizzie and Rebecca led the entire process, aiming to elevate the customer experience and respond to the expectations of a discerning clientele.
To bring their vision to life, the sisters entrusted London-based retail design studio Innovare Design. “We couldn’t have done it without Lloyd and his team,” they explain. “Innovare guided us through a creative and engaging journey, turning a complex project into an inspiring experience.”
“Understanding the initial brief was essential,” says Lloyd Blakey, founder and creative director of Innovare Design. “We started from scratch, developing a bespoke concept tailored to the clients’ vision, the values of the brands represented, and feedback from loyal customers. The result is a seamless and elegant space, finely tuned in every detail.”
An immersive environment of elegance and warmth
Every detail of the new store – from the formally composed façade to the refined interiors – was carefully designed to offer an immersive and sophisticated experience. The layout begins with a central reception area that gently introduces visitors to the core spaces: the Jewellery Room, the Watch Gallery, and the Post-Sales Lounge. The entrance to the Rolex Room is framed by a majestic bronze arch, enhancing its visual and symbolic prominence.
Upstairs, a private Bridal Room and an Authorised Rolex Service Centre demonstrate the store’s dedication to excellence and service reliability.
The colour palette combines warm, enveloping tones – taupe, black, gold, and red – creating an atmosphere of understated luxury. The chevron motif, a distinctive element of the Baker Brothers brand, acts as a decorative leitmotif across furnishings and finishes, reinforcing the project’s visual identity.
A layered material composition – featuring Venetian plaster, lacquered wood, and velvet silk – enriches the sensory perception of the space. Custom-made display units in ebonised wood, black metal and brushed brass enhance the brilliance of the jewellery and watches, highlighting a sophisticated interplay between material and light.
The layout includes leather-top consultation tables with brass accents, while VIP areas feature soft upholstery and rich textiles in red and gold hues. The increased surface area has also made it possible to improve hospitality services for the most demanding clients, with a focus on personalised experiences.
A striking central bar acts as a connector between the two core departments – Jewellery and Watch Gallery – serving as a strong visual anchor. The upper floor also hosts an exclusive hospitality area for events and celebrations, adjacent to the Bridal Room.
A lighting project with a bespoke sensibility
Lighting plays a pivotal role in the spatial storytelling. A multilayered system integrates ambient sources, decorative lamps, and accent lighting, guiding the gaze and shaping the mood with precision. The goal is to create a warm, intimate, yet theatrical atmosphere that enhances each individual piece.
The visual narrative is completed by a curated selection of graphic elements that recount the brand’s history and bespoke services, reinforcing a sense of identity and continuity.
Just over a year since construction began, the new store has already generated enthusiastic feedback. “The response has been incredible – from clients and partners alike,” say Lizzie and Rebecca. “This flagship store is exactly what we envisioned.”
Lloyd Blakey concludes: “In the luxury world, the key is balancing innovation and tradition. With this project, we aimed to elevate the customer journey without compromising the soul of the former store. Judging by the reactions, we believe we’ve achieved that goal.”
Location Bedford, United Kingdom
Interior design Innovare Design
Photo credits Joel Knight