Cutting A Branch To Make The Roots Grow Stronger

Cutting A Branch To Make The Roots Grow Stronger

Read our blog below to learn more about our services and history AND see how you can win an exquisite 14ct. white gold custom designed pendant set with a bespoke concave cut lavender Amethyst to the value of R24,950!

Déonne le Roux Jewellers is a family business with Déonne, the owner, and Walter, his nephew, who manages and runs the stores. Since its humble beginnings in Lynnridge Mall in 1979, Déonne le Roux Jewellers has grown into one of the most respected custom- and bespoke jewellery designers and manufacturers in the country.

In 2000 they moved their flagship store to Menlyn Shopping Centre and soon became THE designer retail jeweller in Pretoria with a total of 64 staff members across their Menlyn, Woodlands and Kolonnade branches. In 2002 they were awarded with the Old Mutual Super Star Award for having the highest trading density (turnover per square meter) in all Old Mutual malls country wide and maintained this position for 12 years. “It was good to be the best” says Déonne, but they decided to close the Menlyn store and move the flagship store to Woodlands Mall in January 2017.

Below: The Menlyn store, which closed in January 2017

Why did they decide to do this? “We cater for a very specific, higher-end market. As Menlyn was expanding, its demographic changed and started to lose its appeal”. Because clients are their main focus, they decided it would be best to bring management and manufacturing in-store to give clients a better, more personalised service.

Thus they decreased their three branches to only two, lowered expenditure and retained the same revenue with the two remaining branches. As a big focal point for Déonne le Roux Jewellers is their custom and bespoke design services, the Woodlands branch has a workshop on-site to offer specialised services such as 3D printing and laser welding to enable them to work on special and precious jewels. People still ask for them at Menlyn, showing just how popular they are as a retailer and service provider, but they have not looked back since moving.

Here are some of Déonne le Roux Jewellers unique services:

Déonne le Roux is a graduate GIA gemmologist, one of the only few in South Africa to carry this qualification;

All their jewellery is manufactured with recycled gold, and they are one of the only retail jewellers that have a precious metal refining license;

They are very fortunate and privileged to have one of the only Swiss trained watchmakers in South Africa working at the Kolonnade branch; and

They are one of only 13 Breitling agents in the country.

Their main mission and passion is to create custom, unique designs and jewellery pieces. “Our research and experience has showed us that people don’t like mass-produced jewellery. They like to think their own piece is exclusive” says Déonne. “Although not all our pieces are one-of-a-kind, you won’t see the same piece in a shop while on holiday in Knysna, for example”. “We like to associate and align with brands that reflect our own image and offering”.

Every piece of jewellery tells a story, allow Déonne le Roux Jewellers to design yours.


We are giving away this exquisite 14ct white gold custom designed pendant set with a bespoke concave cut lavender Amethyst weighing 7.31ct as well as 29 diamonds weighing 13ct in total, valued at R24,950. To enter, simply tell us when Déonne le Roux Jewellers moved out of the Menlyn Shopping Centre, it’s that easy!

Click here to enter!

To qualify to win this great prize, you have to be an existing client of Déonne le Roux Jewellers with a purchase receipt, or be on our POS database. If you are not on our system, make a purchase (or even replace your batteries with us) at one of our branches.

See more images of our Woodlands and Kolonnade branch below!


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