Trusted Since 1886

Trading in Eastbourne, East Sussex for over 137 years, we've come a long way since our humble beginnings in 1886, and are now one of Eastbourne's oldest independent businesses. To this day, we continue to evolve, whilst paying tribute to our heritage.

Black-and-white illustration of the exterior of Brufords in 1886

Our original 1886 premises

Our story began back in 1886, when founder William Bruford relocated with his family to Eastbourne from South London, where they ran a successful jewellers, pawnbrokers, and optical store. The purchase of an existing business "William Page" was completed on 17th July 1886, and the new store located at No. 100 Terminus Road, was opened and run by the Bruford family shortly thereafter.

William ran the business for the next 30 years, until his death in 1914, when his son Albert took over. Under Albert's direction, and due to both a prospering business and the town of Eastbourne becoming a very fashionable resort, business flourished. Both attracted wealthy clients and patrons from London, and in 1924 the store was expanded to almost twice its original size.

External damage to the building following the World War II bombings.

Internal damage caused by the 1934 bombing.

However, on the 7th February 1943 disaster struck, when the building was entirely wiped out during a night time bombing raid. Never one to be beaten, Albert’s determination not only managed to keep the business trading during this time, but he also oversaw the rebuilding of the entire premises. Whilst it is believed he died in 1953, just before the work was complete, he was able to see his vision come to life.

Black-and-white illustration of the re-built Brufords exterior in 1957.

In 1957, the shop was rebuilt following the bombing.

After Albert's death, his son Douglas took over the running of the business for almost 20 years, until in 1974, his son Nicholas Bruford (Nick to those who knew him) took over.

Newspaper article from 1981 announcing the relocation of Brufords to Cornfield Road, Eastbourne.

In 1981, we relocated to 11-13 Cornfield Road.

With the building of the Arndale Centre in 1981, Nick took the opportunity to relocate from the Terminus Road building to our iconic Cornfield Road location. Although a smaller site, the business continued to flourish. The late 1980’s early 1990’s however saw the rise of regional shopping centres and a change in the retail landscape. Initially being one of the first, Eastbourne had done a great job of spotting the need for a shopping centre but, hadn’t realised the need to expand to keep up with the likes of Brighton & Bluewater. Subsequently, retail in Eastbourne suffered during the later 90’s early 00’ss, and Nick along with his family made the decision to sell the business in 1998, after almost 112 years of operation.

Photograph of the storefront in 1998 with passer-by's on the street.

In 1998, the store was rebuilt with new shopfront features including curved glass windows.

Family friends who owned a similar prestigious business in Norwich called Winsor Bishop, purchased the business with the intention of running the two stores side by side. They both stocked and sold very similar Swiss watch brands and fine diamonds. Unfortunately, due to the death of the father very soon after purchasing Brufords, the Kerridge family decided to look for someone to take over the running of the Eastbourne business.

Managing director Ashley Pugh wearing a suit, set against the backdrop of Eastbourne.

Our MD, Ashley Pugh.

This is where our current Owner & Managing Director Ashley comes in…

Originally from the Midlands, and working for the Goldsmiths Group, in 1985 much like William Bruford 100 years earlier, Ashley took up the opportunity to relocate to Eastbourne and run the Goldsmiths store in Terminus Road.

Always aware of the prestigious business just round the corner (Brufords), Ashley remembers thinking to himself “One Day”. That day came in 2000, when Winsor Bishop approached Ashley offering him the position of General Manager.

Watercolour illustration of the exterior of W.Bruford in 2003.

Our 11-13 Cornfield Road premises, from 2003 onwards.

Three years later, in 2003, the opportunity to purchase the historic business from Winsor Bishop presented itself, and as they say, the rest is history.

Exterior of 'Inspired by Brufords' in 2012

2009, Inspired by Brufords.

In 2009, to meet the needs of more modern fashion choices, “Inspired by Brufords” was born.

Located in The Arndale Centre, we offered a range of branded jewellery and watches from the likes of Pandora, Thomas Sabo and Michael Kors, bringing a new demographic to the business, whilst retaining an up-market feel.

Exterior of W.Bruford in The Beacon Centre in 2019

2019 - present day, our Beacon Centre showroom

And in 2019, with the launch of the newly developed Beacon centre, we combined our luxury watch and jewellery brands into one flagship store.

Today, our The Beacon showroom is home to luxury Swiss watch brands including ROLEX, TAG Heuer, Breitling and TUDOR, as well our extensive range of fine diamond rings and jewellery. Proud of our history, there is also our range of pre-owned watches and jewellery available in-store, alongside our comprehensive range of aftersales, restoration, repair and valuation services.