GROWING UP: L’Dezen, the Hong Kong-based fine jewelry brand, is breaking into the London market via the omnichannel retailer Plukka.
The label will be carried exclusively at Plukka’s London boutique, which recently opened in Burlington Arcade.
Plukka will also stock the label exclusively at its Madison Avenue boutique in New York, which is set to open later this year.
“London is unlike other cities which are keen to jump on all things new. You have to be more established, so I waited five years to enter the London market, to have enough experience and background behind me,” said Payal Shah, the label’s founder and designer.
Shah is making something of a comeback in London: Six years ago she graduated from the University of Westminster, where she studied architecture and urban design.
Shah described her customer as: “a woman in her 40s and very knowledgeable. She has already read about the brand or been to jewelry markets, so she is very specific about what she likes.”
The label is characterized by statement pieces that she creates using sliced diamonds and a variety of colors of 18-carat gold.
Among the highlights are a pair of drop earrings with different shades of sliced diamonds arranged to resemble a leopard pattern, oversize rings shaped like wings, and delicate bangles created with colored diamonds.
The pieces are handmade in a factory in Shun De, China, and the brand carries a small inventory of each style to maintain exclusivity.
Lady Gaga, Mindy Kaling, Sofía Vergara, Carrie Underwood, Angela Bassett and others have previously worn L’Dezen jewels on the red carpet.
Shah also plans to launch a mobile app for jewelry fans called Instajewel at the JCK show in Las Vegas in June. Inspired by Instagram the app will allow users to browse images of jewelry — categorized by designer and type — and find immediate points of sale, if they want to purchase a piece.
“Instagram is great for discovering new jewelry brands but you can get distracted. With Instajewel you can easily find any piece of jewelry you want and simply make a call to purchase it,” Shah said.
The jeweler has worked alongside Plukka to secure a host of 25 designers who will join the app upon its launch.