Fashion jewellery brand Carat* has expanded its presence in London department store Harrods, moving into a newly designed 100sqft shop-in-shop.
The brand launched in Harrods in 2011 and its success has prompted an overhaul of its space. Carat* can now be found in a new location in the Designer Accessories room on the lower ground floor.
Speaking exclusively to Professional Jeweller, Carat* chief executive officer and creative director Scott Thompson explained that the brand’s Covent Garden and Canary Wharf stores are also being overhauled. He also suggested that a maximum of two more Central London locations are also being scouted.
He explains: “For the past 10 years, I have always said that cookie-cutter shops are dead. If you go to a shop in Hong Kong or London or Shanghai, they should all be a little bit different, perhaps using slightly different floors or wall features. The DNA is there, but the cookie-cutter mould isn’t. We don’t use bog standard furniture, which we glue together like Lego. We look at each location for its own unique attributes.”
The company has also spent around £250,000 in the past two years on new shop-in-shops for its wholesale accounts, including one in Arnotts department store, Dublin, and Selfridges in Manchester.