LONDON — Harrods may have revealed new beauty and men’s wear departments last month with great fanfare, but it’s also been working on revamping other parts of the store — jewelry in particular.
The store has been rethinking its jewelry strategy and adding a more modern, trend-led spin to its offer with a new luxury room that opened quietly late last year, on the luxury fashion floor.
The space sits next to two luxury brands-of-the-moment, Gabriela Hearst and Alessandra Rich, and offers a broader range of price points and more trend-led pieces: Entry-level price points start at 200 pounds, and there are plenty of gifting options and trendy pieces like Nineties-inspired hoops and bangles or playful butterfly and heart-shaped pieces.
“This room sits among fashion, so the offer is more trend-led, with pieces that a customer can wear with a ballgown or a pair of jeans,” said Hollie Beale, Harrods’ luxury jewelry buyer, pointing to the more design-led pieces in the room as opposed to the jewelry offer on the ground floor which is more focused on big heritage names and high-value stones.
Having a fashion-led jewelry space has also allowed the department store to shine the spotlight on a wide range of independent names in jewelry offering more directional designs, from longtime partners like Stephen Webster, Messika and Amrapali — all have dedicated spaces within the new room — to younger names that are now being introduced to the Harrods clientele, including the Los Angeles-based brand Shay known for its chunky chains and signet rings, or the Lebanese brand L’Atelier Nawbar, which adds spiritual meaning to a lot of its collections.
“Designers here have a really distinct personality and a point of difference. The idea is to be able to come here and discover the brand that speaks to you,” added Beale.
L.A.-based Suzanne Kalan is among the names that have a strong presence in the new space and has just debuted an exclusive collection for Harrods featuring her signature “Fireworks” collection, pieces of gemstones cut flat at the top and bottom. They are rendered in 18-karat gold and emeralds, a Harrods favorite, as the color of the stones matches the store’s branding and resonates well with its customer base, according to Beale.
“I wanted the collection to continue on with what I’m best known for — Fireworks — together with maintaining the elegance of Harrods,” said Kalan, who is also working at expanding her presence across the channel in Paris, following a successful trunk show, hosted with Galeries Lafayette. “It was beyond obvious that the customer was very much there for us,” she added.
The collection ranges from more dainty pieces at entry-level prices points to a one-of-a-kind necklace at 11,000 pounds.
“We have very different customers in this department. Some might be coming every day and looking for different things, from a small gift to a special piece for a specific occasion. We want to provide anything they might be looking for,” Beale said.
As part of the new, faster-moving, trend-led strategy, the retailer hosts regular pop-ups in the space, by both guest brands or longtime partners, with the aim of offering customers something new every one to two months.
Atelier Swarovski is the latest brand to take residency in the space, as part of a longer-term agreement that will run until March and showcase the label’s lab-grown diamond collection, including pieces from its Penélope Cruz collaboration.
“It’s an opportunity for us to see if our customer responds to [lab-grown diamonds]. The benefit is that there’s a great price range and you get a lot for your money’s worth,” Beale said. “It’s a new industry and we need to try it out.”
Other names that stand out in the offer include Anita Ko, who is popular for her leaf and safety pin-shaped charms; Yeprem, whose diamond rings start at 3,000 pounds, and Serafino Consoli, known for its flexible pieces, with every ring being able to expand and contract into 20 different sizes.