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Daniel Brown takes over as CEO of Beaverbrooks

The jewellery and watch retailer said that this appointment will “take the brand forward into a new era of customer service”.

Brown who was formerly operations director at the company, and a fourth-generation member of the Beaverbrooks family, has taken over as CEO, while Mark Adlestone, who was formerly the managing director, has moved to the position of chairman.

Brown has begun to set out his vision to turn Beaverbrooks into one of country’s most compelling retail experiences for consumers.

“We’re now going through the biggest cultural change we’ve seen yet for our business and brand,” said Brown. “We want to completely change the consumer’s experience of shopping at Beaverbrooks.

“Buying jewellery can sometimes be quite an intimidating experience so we want to create a warmer, friendlier environment in stores to put our customers completely at ease,” he added. “But that’s just the start, we want to be doing something quite incredible. My aim is to astonish customers on a regular basis.

“Our target is simple. By 2020, we will have created a world-class shopping experience, which is not just about shopping there and then, but about the contact after that and an on-going story where Beaverbrooks becomes part of our customers’ lives.”

Brown joined the company in 1995 and has since spent time in every department in the company, from working in the stores to taking key roles in the buying department.

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