Capital & Counties Properties PLC has announced that bespoke fine jewellery brand Vashi has agreed terms to open its new flagship store in Covent Garden. Located on the corner of James Street and The Piazza, the store is set to open in Spring 2021.
Designed in partnership with Mythology, Vashi’s Covent Garden store concept will be the first to reveal the brand’s new vision, whilst continuing to champion the co-creation journey for which the brand is known. With 4,476 square feet spanning two floors, it will be the brand’s largest store to date.
Brought to life with creative studio Mythology, whose clients include Warby Parker, Peloton, Tesla, Google and Allbirds, the Covent Garden store furthers Vashi’s mission to reinvent the conventional fine jewellery shopping experience. The state-of-the-art workshop will be the focus of the space, placing imagination, creativity and – above all else – customers at the heart of the design and making process. Every element of the store experience empowers customers to co-create their own bespoke piece from design to casting to finish, since “we believe that something you made means more than something you bought” – Vashi Dominguez, Founder and CEO of Vashi.
The store will include Vashi’s new brand design codes, with modern, clean, geometric lines throughout and an understated colour palette punctuated with pops of a new signature brand colour. Purposefully minimal yet inviting in style, the store will feature bespoke displays and state of the art merchandising, designed to further enhance Vashi’s jewellery collections and draw customers into the world of fine jewellery in a way that is engaging and interactive.
This new opening joins established luxury stalwarts Tiffany & Co and Bucherer in Covent Garden, with Bucherer opening a brand new, double size flagship early 2021 including a fine jewellery offering in store. There are also forthcoming openings from Neuhaus, The Big Mamma Group and Darjeeling Express on the estate, with American Vintage and Ganni recently joining A.P.C, Charlotte Tilbury, Tom Ford, Chanel and Burberry in Covent Garden further enhancing the neighbourhood’s retail offering.
Michelle McGrath, Executive Director, Capco said: “Situated in one of Covent Garden’s most iconic locations, we are delighted to welcome Vashi, whose visionary new store will combine innovation and quality within a true experiential London flagship. Differentiated experiences are at the heart of Capco’s approach and the introduction of Vashi will add to the strength of Covent Garden’s offer from the best of retail and dining to culture and the arts.”
Vashi Dominguez, Founder and CEO, Vashi said: “Covent Garden is one of the most beloved and well-known retail locations, not just in London, but the world over. It’s a place where so many people hold memories of special moments in their lives and in keeping with the human emotion paramount to our mission, it was a natural step for us to open our flagship store there. The new space will reflect the future of Vashi while honouring our existing values, and we look forward to welcoming our customers into the store, to co-create with us.”