Harriet Kelsall opens first London store

Bespoke jewellery brand Harriet Kelsall has opened its third physical store and first in London in Primrose Hill.

Photo: Harriet Kelsall

The new London site is both a working design studio and a retail shop, where qualified jewellery designers mingle with the public and are available to talk about the brand’s bespoke design service in a relaxed high street setting.

“Opening our first London studio feels like coming home for me. I lived in London for many years and used to live in Primrose Hill when I first met my husband and just love the place and the community there,” commended founder Harriet Kelsall.

“I think it is a place for specialists and experts and also is a lovely romantic destination with great restaurants, cafes and boutiques.”

Designed by creative agency Lumsden Design, the 506 sq ft store invites customers to interact with the brand’s off-the-shelf designs and get inspired about creating their own unique pieces which reflect their personal experiences.

There are ‘Discovery drawers’ in a range of gem-inspired colours with themed mood boards for different moments, like wedding brands and bridal gifts, while others tell the story of the company.

Meanwhile, the display cases and a photo installation reinforce the idea that customers are at the centre of the proposition.

Harriet Kelsall has two more showrooms, in Hertfordshire and Cambride.

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