Vashi to open new flagship London store
Bespoke fine jewellery brand Vashi is to open a new flagship store in London’s Covent Garden later this month as part of plans to transform its jewellery shopping experience.
Situated in the Piazza, the shop will span 4,476 square feet over two floors and feature an in-store bar and state-of-the-art workshop that will be in full view of customers. The store will offer a number of ways in which customers can get involved in the design and making journey, whether it be personalising an item from Vashi’s ready-to-wear collections, choosing elements of a customised piece or designing a bespoke item from scratch. The space will also include private consultation rooms and a dedicated laboratory offering a behind-the-scenes view of the making process.
Due to open on 27 May, the store has been designed in partnership with New York-based creative studio Mythology and will be the seventh and largest bricks-and-mortar location for the brand.
In addition, the location will be the first to feature Vashi’s ‘love stories installation’, which has been created in partnership with creative agency Field Systems and will display customers’ messages on interactive screens. It will also act as a showcase for Vashi’s new vision for its brand and shopping experience.
Vashi founder and chief executive Vashi Dominguez said: “The world has changed and jewellery has to change with it. At Vashi, with the new Covent Garden store, we have been working on a retail concept that people will want to spend time in. We want jewellery to be accessible, interactive and most of all personal. We want to make Vashi stores a place where people can discover, ideate, create, and be delighted with the final result.”
