CARAT* London has announced the launch of two new boutiques at the luxury International Finance Centre Shopping Malls in Hong Kong and Shanghai.
The new locations will showcase a refreshed CARAT* London store design in line with its dedication to ‘timeless glamour’.
The brand currently has around 190 stockists in the UK, according to chief executive officer Scott Thompson.
In an interview with Professional Jeweller in June he spoke of his plans to overhaul Carat*’s existing branded-store and shop-in-shop portfolio to appeal to a younger, millennial customer base. He explained: “We invested lots into building all the shops out in Hong Kong, Shanghai and Beijing and they are all stunning, but we had to wait for leases to be renegotiated and other situations to evolve (in the UK), but now we’re ready. We’ve got a beautiful new concept and no two shops are the same — that’s the general philosophy. I am a retailer traditionally and I think shops are like the theatres of the jewellery business; the stage where you can show everything a brand is about.
“For the past 10 years, I’ve always said that cookie-cutter shops are dead. If you go to a shop in Hong Kong or London, 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.”