Shine bright like a diamond: Pravins selects centre:mk for its third location

centre:mk, one of the UK’s top 10 prime regional destinations, has announced the signing of luxury boutique diamond and jewellery specialists, Pravins, for the brand’s third location.

Selecting a 1,250 sq ft unit on Sunset Walk, Pravins will launch in October, featuring a wide range of pieces, from fine jewellery to bespoke engagement and wedding rings. centre:mk’s guests will enjoy access to a champagne and coffee bar, along with both in-person and virtual consultations.

Pravins centre:mk will showcase luxury finishes throughout, including marble and high-end detailing, creating an elevated customer experience. While maintaining Pravins’ signature store layout, the new location will also introduce modern touches tailored for centre:mk.

Kevin Duffy, centre:mk’s Centre Director, commented: “Joining renowned jewellers including Beaverbrooks, Loupe, Goldsmiths, and Swarovski, Pravins will deliver yet another bespoke and premium experience for our guests at centre:mk. Pravins’ commitment to the centre for its third store reinforces our position as one of the top 10 prime regional destinations in the UK, and we are certain this new flagship for the brand will resonate well with our affluent expansive catchment.”

Sanjeev Shah, Director at Pravins, added: “For a family-owned business like ours, it is so important to get our store locations right. Situated in a strategically important regional destination, centre:mk’s prime location will allow us to reach an even greater consumer base where we will maintain our commitment to excellence in experience and product, just as we do across all Pravins stores.”

Pravins will join centre:mk’s dynamic line-up of premium fashion, jewellery, and beauty brands, including SpaceNK, Goldsmiths, Reiss, Mint Velvet, and Phase Eight.