It's a thrill a minute in Rox's new-look Argyll Arcade jewellery store

Rox, the fast-growing Scottish jewellery business, is promising customers visiting its latest store a "thrill room" complete with catwalk and diamond bar following a six-figure investment.

The firm, which only opened its first outlet in 2002, is spending 650,000 to create what it claims will be one of the largest jewellery shops in Scotland.

As well as serving up champagne to prospective buyers, the store's thrill room will feature a "luxury lounge" for private clients.

The investment will see the group dramatically enlarge the size of its existing branch in Glasgow's historic Argyll Arcade - a Mecca for fans of all things that sparkle.

It follows the acquisition of property above the store as well as adjoining space formerly occupied by Rox's sister business, Lewis Grant, which has relocated within the arcade.

The revamped store will extend to 4,500sq ft, more than five times the size of the current outlet.

Glasgow-based interior design firm Graven Images will oversee the refurbishment. Its portfolio of work includes Blythswood Square, Glasgow's newest five-star hotel.

Rox co-owner Kyron Keogh said he expected work on the new flagship store to complete by the end of October, well ahead of the traditional festive rush.

"Rox has gone from strength to strength over the past year and we felt the time was right to create a completely unique and visually inspiring flagship store," he said.

"Last Christmas was our busiest to date and we want to up the ante for 2010 by giving our customers the ultimate shopping experience.

"We believe that our Argyll Arcade boutique will become a destination in Glasgow and anticipate that the 'thrill room' will become one of the hottest spaces in the city for private functions."

The firm, which has increased turnover for the year to 30 April by 2.7 million to 7.5m, has a further two stores in Glasgow, at shopping centres in Braehead and Silverburn. It recently opened a 1m boutique in Aberdeen's Union Square.

Keogh, who owns the firm alongside business partner Grant Mitchell, said that in addition to stocking a range of diamonds, the new store would carry the latest styles from designer brands such as Emporio Armani, DKNY and D&G.

In January, Rox announced a 29 per cent increase in like-for-like sales over the Christmas period.

Many analysts had expected the recession to severely impact the luxury goods market.But recent results would tend to prove otherwise.

Bubbling champagne orders helped the world's largest luxury goods group, LVMH, to post a forecast-beating 13 per cent rise in quarterly sales.

The Paris-based maker of Louis Vuitton handbags said its wines, spirits, watches and jewellery businesses had benefited from an improvement in consumer spending.

Meanwhile, strong sales of luxury car marques including Ferrari, Aston Martin and Maserati, helped drive profits growth at dealership group Pendragon in the first half of the year.

The company's Stratstone dealership arm, which specialises in high-end brands, helped group profits jump 48 per cent to 15.7m in the six months to the end of June.