Theo Fennell joins forces with private equity firm Endless to buy back jewellery brand

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Fennell is looking forward to the company returning to its roots (Source: Getty)

Theo Fennell has joined forces with Endless LLP in a buyback of the eponymous jewellery brand he founded in 1982.

The deal comes a month after the company fell into administration under its current owners, a consortium of investors including financier Jon Moulton and Nectar scheme originator Sir Keith Mills.

Private equity firm Endless has invested through its SME arm, Enact, the Telegraph reported. The fund has previously backed the West Cornwall Pasty Company during a turnaround period.

Read more: Poundstretcher in talks with private equity firm Endless

Theo Fennell jewellery is popular with notable fans including Elton John and Liz Hurley, but its rapid expansion has been blamed for the precarious financial situation.

Fennell said the company will now go “back to our roots”.

The brand will focus on its core upmarket locations and customers, while the wholesale business will be stripped back.

Read more: Middle Eastern tourists are buying British luxury in pre-Ramadan rush

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