The distinguished house of Hancocks London has embarked on an ambitious new chapter with its relocation to 62 St James’s Street. Situated in one of London’s most prestigious locations, between Piccadilly and Pall Mall, the new five-storey Georgian townhouse marks a significant evolution for this venerable jeweller, which has held four Royal Warrants throughout its illustrious history.
Managing Director Guy Burton views this expansion as more than a mere change of address. “Throughout our history, Hancocks has served as a distinguished jeweller and manufacturer,” Burton explains. “In 1849, we were originally the House of Hancocks, known for manufacturing jewellery, important silverware and the like for clients including royalty, heads of state, and the great and the good.”
The new premises, four times larger than their previous location, have been thoughtfully designed to revolutionise the client experience. Working with architects Arke, Hancocks has created an environment that harmoniously blends heritage with contemporary luxury. The space maintains its original features, including period fireplaces, while incorporating sustainable elements through the use of British-made materials and carefully selected antique furniture.
Each of the three jewellery-dedicated floors serves a distinct purpose. The Sackville Gallery on the ground floor welcomes visitors with an extensive collection that exemplifies Hancocks’ craftsmanship. This level also houses the company’s comprehensive library of jewellery literature and historic ledgers, including a remarkable diary dating back to 1780. Later this year, the space will feature a dedicated area celebrating Hancocks’ prestigious role as manufacturer of the Victoria Cross medal, an honour bestowed by Queen Victoria in 1856.
The Bruton Gallery, located on the first floor, showcases an exceptional collection of vintage, antique, and signed pieces from prestigious jewellery houses. The Burlington Gallery on the second floor houses what is considered one of the world’s most significant old cut diamond collections, complemented by a carefully curated selection of important gemstones. A hidden champagne bar, inspired by the Art Nouveau entrance of the Grand Hotel Tremezzo, provides an elegant setting for celebrating special occasions.
The building’s rich history, having previously served as a residence, Victorian military tailors, and yacht brokers, provides an fitting backdrop for Hancocks’ own distinguished legacy. The premises will display notable achievements from the company’s past, including the mounting of the Hope Diamond and commissions for Napoleon III and British Prime Minister Rt. Hon. Antony Eden.
Burton emphasises the significance of this move: “Our new premises represent the modern Hancocks of today while acknowledging our historic roots. We have reimagined the customer journey and are now able to offer a bespoke and intimate experience befitting of our jewels.”
The new space departs from traditional retail conventions by eliminating standard counters, allowing clients to explore freely in a gallery-like atmosphere. A Savile Row-attired doorman welcomes visitors, while bespoke window cabinets display exceptional pieces to passersby on St James’s Street.
Looking ahead, Hancocks London plans to enhance its offering with curated exhibitions, jewellery talks, and public events. The company is also digitising its historical diary, which will be accessible via their forthcoming website, ensuring this remarkable heritage reaches a global audience while maintaining its position as one of the world’s foremost independent jewellery houses.
