Harriet Kelsall opens first London store
Harriet Kelsall Bespoke Jewellery has chosen London’s Regent’s Park Road for the opening of its first London store.
As well as offering customers the chance to meet with qualified designers to create bespoke pieces of jewellery, the store will stock a small selection of the brand’s off-the-shelf creations.
With the design of the store created by Callum Lumsden, the 47 square metre space acts as both a retail environment and a working design studio.
Customers are encouraged to interact with “discovery drawers” mounted on the wall, each of which contains a themed mood board to inspire creative thoughts and ideas.
The brand also has showrooms in Hertfordshire and Cambridge.
Harriet Kelsall said: “We love the creativity of Lumsden Design and the team’s ability to stretch our thinking in new directions. It’s important to us that all three of our locations are unified as a brand, yet also retain their own personalities, which reflect the local feel, community and environment.
Lumsden also worked closely with creative agency Onthree to refine the jeweller’s branding to instil a more welcoming tone of voice. Central to the store design is a five-metre feature wall of formed concrete into which a visual play on the words in the brand statement has been cut.
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