About Us

My father, Bill Ferris, opened the first SWAG shop in Kingston in 1974, in the middle of the three day week. His ambition was to present the most beautiful, quality jewellery in a way that was colourful and artistic. I’ve taken over the reins now, but as managing director, 36 years later, this is what I still strive for.

Dad Bill is still interfering, but his advice and creative input are invaluable. My younger brother Tom runs our new Pandora stores in Chester, Milton Keynes, Reading and Windsor. Mim, my wife, works with our buying team (around being a mum) and has a real flair for choosing jewellery. Chris, my cousin, runs our website: it’s a hands-on family business, even though we have 10 shops now and over 150 employees.

 

The real stars of the show, of course, are the stunning pieces that you can browse through here. Please visit us in one of our beautiful shops in Kingston, Bromley, Bluewater, Watford, Staines or Croydon, where we can show you a full collection.

Edward Ferris 

My father, Bill Ferris, opened the first SWAG shop in Kingston in 1974, in the middle of the three day week. His ambition was to present the most beautiful, quality jewellery in a way that was colourful and artistic. I’ve taken over the reins now, but as managing director, 36 years later, this is what I still strive for. Dad Bill is still interfering, but his advice and creative input are invaluable. My younger brother Tom runs our new Pandora stores in Chester, Milton Keynes, Reading and Windsor. Mim, my wife,works with our buying team (around being a mum)and has a realflair for choosing jewellery. Chris, my cousin, runs our website: it’s a hands-on family business, even though we have10 shops now and over 150 employees. The real stars of the show, of course, are the stunning pieces that you can browse through here. Please visit us in one of our beautiful shops in Kingston, Bromley, Bluewater, Watford, Staines or Croydon, where we can show you a full collection. Edward Ferris