David Quayle, founder of B&Q and Ritz Video, has turned his attention to designer jewellery.
He has ambitious expansion plans for the Justice chain, in which he has a 25 per cent stake and which is run by his son Jon, who has a 75 per cent shareholding. The father-and-son partnership intends to roll out the upmarket jewellery stores across the UK, with at least 100 shops understood to be planned.
Ad agency Grey London has been hired for the Christmas press campaign.
At present, there are just four outlets in Bath, Bristol, Oxford and Winchester, but a spokesman said the aim was for Justice to become the 'Karen Millen of jewellery stores'.
The Quayles plan the same style of high street assault that took Ritz Video from a handful of stores to 800 when it was sold to Blockbuster in 1992.
Justice has commissioned 'funky', affordable jewellery from approximately 30 young designers, including Johnny Rocket, who made the J pendant worn by Kylie Minogue during her Brit Awards duet with Justin Timberlake. The intention is to take Justice into London and the Southwest first, providing an alternative to stores such as H Samuel.
'The market is polarised with cheap and cheerful at one end and expensive at the other,' said Jon Quayle.
'The main driver of the future market will be increased innovation and design and our offer provides some of the best British design, reasonably priced and sold by a team who have a passion for the product.'
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