Houston’s Temple of Jewels Embraces the Cufflinks Trend With a Storied British Brand: Deutsch Houston Pulls Off a Deakin & Francis First

Enter the gleaming Deutsch Houston jewelry boutique on Westheimer — first, you notice the cases filled with glittering diamonds by brands like Fred Leighton, Kwiat, and Norman Silverman, and the pleasant scent of Frasier fir thanks to the Deutsch signature candles softly burning in the background. Then, to the right, you’ll notice a big new statement. Owner Lance Deutsch has installed the first-ever corner for Deakin & Francis cufflinks in the United States.

Seventh generation family-owned British brand Deakin & Francis has been in business since 1786. Over the course of its storied 230-year history, creative craftsmanship has been at the core of England’s oldest family jeweler. Brothers/gemologists Henry Deakin and James Deakin manage the business today — Henry, the business mind, studied at the International Gemological Institute in Vicenza, and James, the designer, at the Gemological Institute of America. Both boys would join their father at work during school holidays, and grew up attending trade shows in London and Switzerland and curiously shadowing the craftsmen.

Deakin & Francis cufflinks range from the cheeky (oil derricks) to the traditional (yellow gold round with hand enameled center), but all are examples of talented artisans at work — from die stampers to metalworkers and enamelers to polishers. Clients come to Deakin & Francis for their unique combination of originality and quality.

Deutsch Houston has been carrying Deakin & Francis for 20 years, and is the exclusive Houston retailer of their gold cufflinks, but the devoted Deakin & Francis corner is an exciting new concept. Deutsch understands that the demand for cufflinks is stronger than ever, with a growing youthful clientele. In fact, the Australian Financial Review just boldly proclaimed, “Ties are out, cufflinks are in.”

In a growing trend, young clients are eschewing ties and turning to cufflinks to reveal their personality in their attire. The resurgence in French cuffs is also adding to cufflinks’ demand. And unlike ties, cufflinks are jewelry, which can be passed down for generations. Cufflinks are even becoming hot commodities at auction houses.

Deutsch Houston carries an impressive 150 to 175 pairs in the devoted Deakin & Francis corner. The offerings vary widely in price, from around $150 to several thousand for gold and diamond pairs, with designs that will please everyone from cufflinks novice to connoisseur collector.

Deakin & Francis, Deutsch Houston, 3747 Westheimer Road, deutschhouston.com.