LUCKY CHARM: Loquet London, the jewelry label founded by friends Laura Bailey and Sheherazade Goldsmith, has launched its first stand-alone retail space in the form of a pop-up store.
The shop is located on Elizabeth Street in London’s Belgravia, next to small independent boutiques such as Philip Treacy, online brand Me+Em and denim specialist Donna Ida.
Bailey said the cozy, romantic feel of the street was what appealed to her and Goldsmith.
“I have fond memories of Philip Treacy making me a hat in his studio on Elizabeth Street when I first moved to London. The area exudes a certain old-school romance, especially at Christmas time when the cafés — our favorite being Baker and Spice — and specialty shops turn into a festive fairyland. The proximity to Victoria Station is an added bonus, for out-of-town clients and busy commuters,” Bailey said.
The space features gold-accented furniture, antique lamp shades and light gray arm chairs from Goldsmith’s personal collection. Their aim was to create a home-away-from-home atmosphere. The brand’s feminine aesthetic is also channeled through the rose-tinted glass cabinets created by Dutch designer Germans Ermičs and has a gradient effect.
Images of the brand’s latest campaign are also hanging on the walls alongside art pieces from Bailey’s collection, including a photograph of a Brazilian beach scene by Massimo Vitali that creates a playful contrast with the British capital’s winter mood.
“We have loved putting the shop jigsaw puzzle together, from the windows to the flowers and the jewelry display. We want it to feel like a creative and welcoming space; my art and Sheherazade’s chairs are already making it feel like a kind of home,” added Bailey, highlighting that the store’s performance will also be a learning experience for future retail endeavors.
The pop-up features the brand’s collection in its entirety, including its range of dainty rings and earrings, as well as its signature locket necklaces which customers can customize using a variety of charms and precious gems. The lockets are available in a range of materials from white gold to diamonds and sapphires and the array of charms on offer — from crystals known for their healing powers to zodiac sign charms — aim to add a personal meaning to each piece.
The store will remain open until Jan. 31.