Birmingham, UK – JQ Diamonds and Sonny’s Jewellers are proud to announce their new roles as official Community Partners to two esteemed football organisations: Leicester City Football Club and the Aston Villa Foundation.
JQ Diamonds has joined Leicester City Football Club as a Community Partner, a collaboration that holds personal meaning for the business. Leicester is where Manish—better known as Sonny—spent countless childhood weekends and summer holidays, later attending university in the city and meeting his wife. The partnership represents a meaningful connection to the community that shaped both his early years and family life.
Sonny’s Jewellers is now a Community Partner of the Aston Villa Foundation; a commitment rooted in local pride. Aston Villa is not only Birmingham’s celebrated local club, but also a favourite among several die-hard fans within the business. This collaboration reflects Sonny’s Jewellers’ dedication to supporting the communities closest to home.
“We recognise the powerful role sport plays within local communities,” said the team at Sonny’s. “Football has the ability to inspire younger generations, strengthen neighbourhood ties, and create positive, lasting impact. We’re incredibly excited to work alongside both clubs to support community initiatives on a bigger and more meaningful scale.”
These partnerships mark an important step forward in JQ Diamonds’ and Sonny’s Jewellers’ ongoing mission to invest in community wellbeing, youth engagement, and local opportunity. Both businesses look forward to contributing to impactful projects throughout 2025 and beyond.
