A new jewellery brand is opening one of its first stores in Kent.

Jewells will be welcoming customers to Bluewater Shopping Centre, in Greenhithe, on Friday (June 6).

It will be one of seven stores opening across the country on the same day when the brand launches, with more than 1,000 branches planned in the next five years.

Founded last year by Australian retail mogul Brett Blundy, Jewells says it “aims to redefine the contemporary jewellery retail space”.

It will sell a selection of products, including 14K solid gold, lab-grown diamonds, gold vermeil, personalised birthstone pieces and collectable charms.

The store will also offer piercing, welding and tattoo services, including made-to-fade tattoos.

Chief brand and operations officer, Leah Uka, said: “Here at Jewells, we have a vision to offer a unique experience that blends affordable prices with high-end designs. We are making jewellery sexy again.”

To mark the launch, the Bluewater store will be handing out goody bags valued at £500 for its first 50 customers, while its next 50 customers will receive one worth £250.

Each gift will include an item of jewellery, exclusive merchandise and a complimentary piercing service.

DJs will also be playing in store, while TikTok stars Street Interviews Official, which has more than 820,000 followers, will be filming the queues.

Centre director at Bluewater, James Waugh, said: "We are proud to welcome Jewells as it embarks on its exciting journey to launch across the UK.

“Its approach to jewellery retailing is something truly unique, which blends high-quality craftsmanship with immersive experiences.

“This aligns perfectly with our commitment to offering standout brands that excite and engage our community here at Bluewater.”

The new store can be found on the Lower Guildhall opposite Kiehls.