FINE jeweller Vashi has welcomed customers into their glittering world like never before with a new flagship in London’s Covent Garden. At a mighty 4,476 sq ft, the store is the brand’s largest to date and seventh bricks-and-mortar location. With a focus on entertainment, the new flagship offers several ways for customers to engage in the creation of their own special jewels, from design sketching and open workshops to 3D-printed wax moulding, mounting, setting and polishing.
Visitors are also invited to hand-select every element of their personalised piece with options to design an item entirely bespoke or personalise something from Vashi’s ready-to-wear collections with real-time laser engraving.
“I have always believed that buying and creating jewellery should feel extraordinary,” says Vashi Dominguez, CEO & Founder of Vashi. “With our new Covent Garden store, we’re taking customers behind the scenes for an experience they’ll never forget.”
Taking inspiration from an artist’s studio, the store spans two floors with geometric details and custom furniture by designer Fred Rigby and heritage manufacturer Emir throughout. Refreshing bursts of colour are placed across the store, contrasting with the space’s primarily monochromatic palette punctuated with Vashi’s new molten gold hue, matte bronze details and concrete flooring.
Custom glass displays are situated on the main floor, revealing the brand’s customisable pieces, while a bar and lounge area, open to everyone including those not making a purchase, is designed as the perfect place to relax with a drink and learn more about the jeweller’s design process. Private consultation rooms are also available for more intimate, one-on-one appointments.
At the heart of the store is the new Love Stories digital installation, showing what Dominguez describes as a “mesmeric, ever-changing murmuration of love messages written by customers themselves.” Designed by the Vashi team and brought to life with Field.system using Samsung The Wall technology, the display spans both floors and invites customers to write a message on the interactive screen via a tablet. Each message is animated and contributes to this infinite piece of art that dazzles at the centre of the store.
In addition, those who purchase or create a piece of jewellery with Vashi at the Covent Garden flagship until July 2 will receive a complimentary small diamond to set on their piece. Customers are also offered the chance to win a bespoke experience for two in Covent Garden, worth £10,000, when they share a message on the brand’s in-store Love Stories installation.
by Joshua Hendren
Now open, the Vashi London store is located at 12 The Piazza, Covent Garden