About Us

My father, 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. I’ve taken over the reins now, but nearly 40 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 across the country. 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 5 Swag shops and 17 Pandora shops now (and over 350 employees!).

The real star of the show, however, is our selection of wonderful jewellery . Please visit us in one of our beautiful Swag shops in Kingston, Bromley, Bluewater, Staines or Croydon, where we can show you our full collection.

Edward Ferris

How the family business was established in 1974 by Bill Ferris.