Jewellery retailer Diamonds & Pearls has rebranded as Victoria as it gears up for expansion.

The retailer said since it appointed Stuart Wheeler as retail director in June this year, it has reported a 30% uplift in like-for-likes across its 50 stores.

In February this year Retail Week revealed Diamonds & Pearls was bought out of pre-pack administration by a consortium of suppliers. It was the second time within a year the business collapsed into administration. At the time it said it would continue to trade with the Diamonds & Pearls fascia.

This October Victoria will open its first outlet in Leeds, followed by Cheltenham, Liverpool, Manchester, London, Bristol and Belfast before Christmas.  It plans a further 20-30 stores in 2011.

“The outlook for Victoria is an optimistic one,” said Wheeler.  “Our strategy of rebranding and growth will make the business more robust, repositioning to appeal to a wider market and offering a shopping experience that exceeds expectations.”

A re-branded transactional website will launch this November.