CEO Ewan Venters hopes eclectic mix will attract younger shoppers.
London department store Fortnum & Mason has officially opened its extended and revamped jewellery department.
The new department, located on the second floor, launched last night with a drinks reception hosted by Fortnum & Mason chief executive Ewan Venters who said he hopes the new space will become "a destination for jewellery in London" that will draw in a younger demographic.
Venters told Professional Jeweller: "We had a good authority in jewellery and had a nice edit, but it was much smaller. Our vision going forward is that everything we do, we should do with great authority and integrity."
Fortnum & Mason has introduced an eclectic selection of fashion, bridge and fine jewellery to the store with a strong focus on British designers such as Stephen Webster, Katie Rowland and Jessica De Lotz.
The introduction of fine jewellers such as Tomasz Donocik, Fernando Jorge and Melanie Georgacopoulos has raised the top price of jewellery at Fortnum & Mason to about £6,000, although there are lower-priced designs, such as friendship bracelets from Missoma, and the entry level price is about £50.
The store has installed a bar, which it has called Rocks Bar, in the jewellery department. The bar has a seating are and guests using the space for consultations can press a button to call a butler to mix one of eight bespoke cocktails.
For the next four weeks shoppers will be able to view a pop-up exhibition at the department store of jewellery from the British Fashion Council initiative Rock Vaults.
Find out more about the new Fortnum & Mason jewellery department in our in-depth feature in the April issue of Professional Jeweller magazine, out next month.