John Pass

What John Pass does

John Pass Jewellers Ltd is an independent, family-run jewellery and watch retailer founded in 1948 and operated under third-generation leadership. The company operates two physical showrooms — at 179 Nantwich Road, Crewe (Cheshire) and 12 Ironmarket, Newcastle-under-Lyme (Staffordshire) — alongside an e-commerce site (johnpass.co.uk) that serves customers across the United Kingdom (including Scotland) with click & collect, free delivery over GBP 100, and finance options including Klarna, V12, PayPal, and interest-free credit. The product mix spans fine jewellery (engagement rings, laboratory-grown diamonds, precious-metal pieces), branded jewellery (Pandora, Nomination, Swarovski, Clogau, ChloBo, and others), and authorised luxury watches (Rolex, OMEGA, TUDOR, TAG Heuer, Bremont, Longines, Tissot), with adjacent services including bespoke and welded jewellery, ear piercing, watch servicing, valuations, and a "Sell Your Watch" buyback channel.

Revenue mechanics are predominantly one-time retail transactions on physical and online storefronts, with supplementary professional-services revenue from ear piercing (from GBP 40), repairs, valuations, and watch servicing, plus a small transaction-fee stream from financed sales. The target customers are affluent individual consumers seeking authenticated luxury timepieces and bespoke bridal jewellery, couples purchasing engagement and wedding rings, and fashion-focused buyers of branded pieces. The business differentiates itself through 75+ years of family heritage, authorised luxury watch dealer status (which is materially difficult to obtain), and a 2022 ESG positioning as the UK's first carbon neutral jewellery store, supported by Responsible Jewellery Council membership and Kimberley Process Certification Scheme compliance for diamond sourcing. The technology layer is conventional e-commerce infrastructure (Setmore appointment booking, Klarna/V12/PayPal/Evo Payments) with no proprietary technology platform and no disclosed AI capability.

Name

John Pass

Legal name

John Pass Jewellers Ltd

Website

https://johnpass.co.uk

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

John Pass Jewellers is a family-run independent UK jeweller founded in 1948, operating two showrooms in Crewe and Newcastle-under-Lyme plus an e-commerce site, selling authorised luxury watches (Rolex, OMEGA, TUDOR), fine jewellery, branded fashion jewellery (Pandora, Swarovski), and offering bespoke wedding rings and ear piercing services.

Ownership category

akta.pro rank

Product category

Luxury Jewellery & Watch Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Bridal & Engagement Jewelry Retail (CRAKAGAC), Wedding Bands (Bridal Rings) (CRAKACAB), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Bridal Jewelry Services (Sizing, Engraving, Cleaning, Appraisals, Warranties/Insurance Add-ons) (CRAKACAJ)

Keywords

• Fine jewellery retail
• Luxury watch retail
• Engagement and wedding rings
• Authorised watch dealer
• Jewellery repair services

Headquarters

HQ city

Crewe

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Product Sales - Fine Jewellery: Retail sales of fine jewellery including engagement rings, wedding rings, diamonds, and branded jewellery collections.
2. Product Sales - Luxury Watches: Retail sales of luxury watches including Rolex, OMEGA, TUDOR, TAG Heuer, Bremont, Longines, and Tissot, including pre-owned and certified pre-owned pieces.
3. Services: Ear piercing services, watch servicing, repairs, resizing, valuations, and welded jewellery services.
4. Watch Buyback: Customers can sell their watches directly to John Pass through an online form submission process.
5. Finance Options: Interest-free credit and Klarna payment plans allowing customers to spread costs over multiple payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

John Pass Jewellers is an independent family-run jewellery and luxury watch retailer selling fine jewellery (engagement rings, wedding rings, laboratory-grown diamonds, and precious-metal pieces), branded jewellery from designers such as Pandora, Nomination, Swarovski, Clogau and ChloBo, and luxury watches as an authorised dealer for Rolex, OMEGA, TUDOR, TAG Heuer, Bremont, Longines and Tissot. The business complements these product lines with in-store services including bespoke wedding ring design, welded jewellery, ear piercing, watch servicing/repairs, valuations, and a watch buyback programme.

Product overview

John Pass Jewellers is an independent family-run jewellers (since 1948) operating as a multi-brand luxury retail business. The core offering spans two main categories: Fine Jewellery (including engagement rings, laboratory-grown diamonds, and precious metal pieces) sold alongside a curated selection of Branded Jewellery from designers like Pandora, Nomination, Swarovski, Clogau, and ChloBo; and Luxury Watches through authorized dealer partnerships with Rolex, OMEGA, TUDOR, TAG Heuer, Bremont, Longines, and Tissot. The business also offers Wedding Rings (classic, diamond, modern, and bespoke), watch-related services (Sell Your Watch, Rolex Certified Pre-Owned), jewellery services (Welded Jewellery, Ear Piercing), and interest-free finance options via Klarna. Located in Crewe and Newcastle-under-Lyme with a digital catalogue for 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• Fine Jewellery High-quality fine jewellery including engagement rings, laboratory-grown diamonds, rings, earrings, necklaces, pendants, bracelets and bangles crafted from precious metals and stones, sold to individual consumers in-store and online.
• Branded Jewellery Curated selection of designer and fashion jewellery brands including Pandora, Nomination, Swarovski, Clogau, ChloBo, Ania Haie, D for Diamond, Hot Diamonds, Shaun Leane, Salvatore Bersani and Unique & Co, sold to consumers seeking branded fashion pieces and gifts.
• Wedding Rings (including Bespoke) Wedding bands in classic, diamond and modern styles, plus a bespoke custom design service for personalised rings, targeted at couples preparing for weddings.
• Luxury Watches (Authorised Brand Portfolio) Authorised retailer of luxury Swiss and British watches from Rolex (including new 2025 releases), OMEGA, TUDOR, TAG Heuer, Bremont, Longines and Tissot, sold as authenticated new timepieces to luxury watch buyers.
• Pre-owned and Certified Pre-owned Watches Authenticated pre-owned luxury watches, including the Rolex Certified Pre-Owned range, sold to consumers seeking authenticated second-hand luxury timepieces.
• Sell Your Watch (Watch Buyback) Buyback service allowing customers to sell their luxury watches directly to John Pass via an online form capturing brand, model, serial number and documentation, providing a route for consumers to liquidate authenticated timepieces.
• Ear Piercing Service Professional ear piercing service offering 1st and 2nd lobe piercings for ages 8 and above, priced from £40 including choice of earrings and aftercare solution, delivered by appointment in the Crewe store.
• Welded Jewellery Service Jewellery welding service that creates permanent, seamless rings by joining two ring ends together on the finger, offered as an alternative to traditional linked bracelets or rings.

Quantifiable outcome

• Became the first carbon neutral jewellery store in the UK in 2022

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Responsible Jewellery Council (RJC)coreOthersJohn Pass is committed to partnering only with brands and manufacturers who are certified members of the Responsible Jewellery Council, focusing on responsible business practices. They source recycled metals from RJC members for in-house repairs.
• Kimberley Process Certification SchemecoreOthersJohn Pass adheres strictly to the Kimberley Process Certification Scheme for diamond sourcing. All diamonds are sourced through companies complying with this international certification scheme preventing trade in conflict diamonds.
• National Association of Jewellers (NAJ)coreStrategic or Co-development PartnerJohn Pass colleagues receive JET training through the NAJ, an independent course designed to give team members tools to thrive in the jewellery trade. Most team members have completed this training.
• HouldenminorChannel Partner/ Reseller/ DistributorHoulden is shown as a partner/vendor relationship in John Pass Jewellers' branding and communications, indicating a purchasing or membership relationship.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Pandora: Global branded jewellery company whose charms, bracelets and fashion jewellery John Pass stocks and sells; included as a key supplier/brand partner rather than a direct competitor.

Emerging players

• Chrono24: Global online luxury watch marketplace facilitating new and pre-owned transactions; comparable to John Pass's authorised-dealer and pre-owned watch business as a competing luxury-watch channel for UK consumers.

Direct peers

• Fraser Hart: Independent UK family jeweller (founded 1927) with multi-store presence selling branded jewellery, fine jewellery and luxury watches — closely comparable as a heritage independent UK jeweller.
• Berry's Jewellers: Long-established independent UK jewellery retailer founded in Nottingham (1899) with a similar fine jewellery, bridal and luxury watch offering; comparable as a heritage independent jeweller with authorised luxury watch brands.
• Watches of Switzerland Group: UK-listed retailer and authorized dealer for Rolex, OMEGA, TUDOR, TAG Heuer and others across showrooms and a scaled e-commerce platform; the most directly comparable peer for John Pass's luxury watch authorized dealership business.
• Goldsmiths: Watches of Switzerland Group subsidiary and one of the UK's longest-established jewellery and luxury watch retail chains; directly comparable on product mix (fine jewellery, bridal, luxury watches) and multi-store model.
• Beaverbrooks: UK family-founded jewellery retailer (since 1919) operating multi-brand fine jewellery, bridal and luxury watch authorized dealerships — directly comparable as a similarly family-heritage authorised multi-brand UK jeweller.
• Robert Gatward Jewellers: Independent UK family jeweller with multiple stores across the East of England offering fine jewellery, bridal and authorised luxury watch brands; directly comparable as a similarly-positioned regional independent.

Broad incumbents

• H. Samuel: Signet Jewelers-owned UK high-street jewellery chain with broad coverage; overlapping assortment (branded jewellery, watches, bridal) but operating at much larger scale and lower price points.
• Ernest Jones: Signet Jewelers-owned UK jewellery chain offering fine jewellery, watches and bridal across a national store estate; comparable on product mix but materially larger scale and broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/johnpass.ltd
• Facebookfacebook.com/johnpassjewellersltd
• LinkedInlinkedin.com/company/john-pass-jewellers-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about John Pass