Sonny's Jewellers wins again as a family firm with deep Quarter roots

Walk along Vyse Street in the Jewellery Quarter and you will pass one of the area's best-loved family businesses. Sonny's Jewellers has been trading in the Quarter since 1968, and the jewellery trade has recognised it again and again.

The business is led by Manish (Sonny) Jogia, a sixth-generation jeweller who learned the craft from his grandfather, father and uncles in the Quarter. His family has been in the trade since the 1800s and in Birmingham since 1962, and three generations have now been part of Sonny's story.

The awards have kept coming. Sonny's was a UK Jewellery Awards winner in both 2024 and 2025. In 2024 Manish Jogia collected the Jewellery Retailer of the Year (Five Stores or Fewer) title at a ceremony at Old Billingsgate in London, beating independents from Brighton, Northamptonshire and London. Professional Jeweller also named it Independent Fine Jeweller of the Year, and in 2023 Retail Jeweller named Sonny's the Midlands' most Inspiring Independent.

"We're proud to continuously be recognised as a destination for fine jewellery in Birmingham," Manish Jogia has said.

Part of the appeal is choice. The showroom carries what the family describes as the widest in-stock range in the Quarter, from everyday pieces at around £100 to investment diamonds at £5,000 and beyond. If a customer cannot find exactly what they want, the in-house goldsmith, diamond specialist and designer will make it.

That in-house team also handles repairs, resizing, restringing, piercings and permanent jewellery, often on the same day. Every diamond comes with a lifetime guarantee. Store manager Monika Jockute sums up the approach: "Our team is second to none when it comes to customer service."

Sonny's also gives back to the city. It supports Birmingham Children's Hospital and has a community partnership with the Aston Villa Foundation, and it has been part of a team of jewellers and local businesses that took part in a dragonboat race to raise money for Birmingham Women's and Children's Hospitals.

Whether you are choosing an engagement ring or getting a favourite chain repaired, a visit to 105 Vyse Street is a good reminder of why the Jewellery Quarter remains so special. Opening times and collections are on the Sonny's Jewellers website.