Pragnell: This Family-Run Jeweller is Renowned For its British Craftsmanship

Pragnell is an entry in our Great British Brands 2024 book. 

Pragnell: Great British Brand 2024

‘My grandfather George Pragnell was fortunate to serve Queen Mary in his early years as a jeweller. When she died in 1953, my grandmother Margaret thought it time for him to have his own shop and they agreed that Stratford-upon- Avon would be a good place to do so. It’s a lovely Tudor market town and even in those days, it attracted visitors because of its connection to Shakespeare. My mother’s side of the family had been manufacturing jewellery in London since 1850 so we have a long history as goldsmiths and jewellers. 

The majority of the jewellery is handcrafted in our own workshops in Great Britain, as it has been for over 170 years. When someone is buying or having a unique piece of jewellery specially designed for them, it is a very emotional, personal process. The conversations we have with customers are important: we welcome them as special guests, as we would into our own homes. 

Technology is useful in helping customers envisage ideas and understand the possibilities of what we can create. For example, if someone would like a bespoke cocktail ring, we listen to their preferences, draw some sketches in response and show them pieces that we already have that contain elements of these ideas, finishes, stone cuts or setting styles. We can then create a 3D virtual cocktail ring using our state-of-the-art specialist software.

In my opinion, AI will increase the value of the human touch. I think what we’ll find is that those areas of service where AI can do better and be more effective than people will become less economically and socially valued and, conversely, roles where technology cannot function or outperform us, will become more valued. Ultimately, heritage arts and crafts will be treasured more because of the artisanal skills and talent needed in their creation.’

Charlie Pragnell, Managing Director

Five Proudest Moments

1. The uniting of Tarratt (est 1913), Waters and Blott (est 1850) and Philip Antrobus (est 1815) into our family firm, Pragnell.
2.  The introduction of The Pragnell Shakespeare Birthday Prize by Jeremy Pragnell in 1990. It’s awarded to someone who has extended the understanding of the Bard’s work.
3. The receipt of the Queen’s Award for Enterprise in 2018 in recognition of outstanding achievement for contribution to British enterprise and industry. 
4. Our patronage of The Prince’s Trust to support the incredible work that they do. Also, our partnership with The Prince’s Foundation, which is dedicated to the protection and promotion of craft.
5. The recent opening of the new Leicester showroom, which has the elegance and comfort of our Mayfair showroom, plus workshops where customers can see our skilled jewellers, goldsmiths and watchmakers in action.

What I’ve Learnt…

• To treat customers like kings and queens and welcome them as if into one’s own home.
• In both our customer service and the quality of our goods, one must be relentless in the pursuit of impossible perfection. In that pursuit, excellence is found.
• To progress, one must recognise that the remaining ingredients for success are ten percent inspiration and 90 percent perspiration.

PRAGNELL

14 & 16 Mount Street, London, W1K 2RF

+44 (0)1789 267072

pragnell.co.uk 

@pragnelljewellery