Diamond jeweller VASHI has continued its expansion programme with the opening of its first stores outside of London, located at Selfridges Trafford Centre and Selfridges Exchange Square. Designed by gpstudio, VASHI now occupies 92.9 sq m on the ground floor of Selfridges Trafford Centre, sitting within the luxury and contemporary accessories space. At Selfridges Exchange Square, VASHI has taken a 46 sq m space. The openings follow VASHI’s expansion into a 111 sq m space in Selfridges London this Summer (read more on the London location here).
VASHI presents an alternative to traditional boutiques, offering clients a truly personal yet relaxed and easily accessible experience. Assisted by craftsmen, known as Alchemists, customers create their own piece of jewellery in-store, from initial design through to diamond and stone selection and setting. The process allows customers to explore not only craft and innovation but also to create a truly unique and deeply meaningful piece. Driven by the notion of “I made this for you”, the VASHI experience is designed to be as individual as the wearer.
In store, VASHI Alchemists are positioned centrally at the diamond bars. They guide customers as they explore design ideas, hand-pick loose diamonds and immerse themselves in the jewellery creating experience. Textured walls reflect the raw nature of diamonds, while clean, polished fixtures represent their finished form. The consultation rooms feature bright contemporary colours and soft furnishings, creating a warm yet exclusive environment.
As part of your experience with VASHI you can take home your own Love Story – a personal keepsake in the form of a box and mini film containing photographs captured from your jewellery making journey, as well as images and anecdotes hand-picked by you, celebrating key relationship moments. Share your Love Story with friends and family or treasure it in a secret place just for you.
Launched online in 2007, the business opened its first bricks-and-mortar store in Piccadilly in 2017, a few months later followed by one in Mayfair and one at Westfield London.
'We’re hugely excited to be bringing our innovative approach to diamond jewellery to Manchester with the opening of these two stores. This thriving and exciting city is the perfect place in which to expand our business, as we aim to introduce more people to our unique and creative concept. Following our opening in Selfridges London earlier this year, we are thrilled to be partnering with Selfridges again to showcase our customer experience in a new region,' says Vashi Dominguez, founder and CEO at VASHI.