Bill Ferris opened the first Swag shop in Kingston in 1974. His ambition was to present the most beautiful, quality jewellery in a way that was colourful and artistic. Bill’s son Edward has now taken over the reins, but nearly 40 years later this is what he still strives for.
Dad Bill is still interfering, but his advice and creative input are invaluable. Edward’s younger brother Tom runs Swag’s new Pandora stores across the country. Mim, Edward’s wife, works with the Swag buying team (around being a mum) and has a real flair for choosing jewellery. Chris, Edward’s cousin, runs the Swag website. It's a hands-on family business, even though the company now has six Swag shops and 19 Pandora shops (and over 450 employees!)
The real star of the show, however, is Swag’s selection of wonderful jewellery. Please visit one of the beautiful Swag shops in Kingston, Bromley, Bluewater, Watford, Staines or Croydon, where the team can show you the full collection.