Covent Garden boutique designed to be ‘home from home’.
Jewellery brand and retailer Gilda’s Tryst has opened a second standalone store in London, based on Monmouth Street in Covent Garden.
The store follows the 2009 opening of the company’s Sloane Square flagship store, and has been designed by the brand’s founders Shireen Jayyusi and Amanda Waterstone as a ‘home from home’.
Both Jayyusi and Waterstone have been involved in designing the store’s interior, which has cream carpets, dark brown woodwork, antique display cabinets and “quirky and glamorous bits of furniture picked up in vintage stores”, including metre-tall champagne glasses filled with pearls.
The Gilda’s Tryst collections are displayed on dressmakers’ busts, to give shoppers an idea of how the jewellery looks when it is worn.
Jayyusi said of the new store: “We’re really excited to have a store in London’s West End which has so much energy and a very heritage sense of glamour.
“Our flagship Sloane Square store is in a modern development and we designed that space for that location, with dark 1970s style shag-pile carpet, black woodwork and smoked mirror. We’ve created an equally tactile and sensuous space in our Monmouth Street store, with a look that is faithful to this area – we wanted to create a feeling of old world intimate luxury the building, and the street, cry out for.”
The store was chosen for its split-level area, allowing them to create a private space for consultations of for women to try on jewellery with different outfits. Gilda’s Tryst will also use the space for its “growing” bespoke and bridal service.
Waterstone said the space has been designed to be comfortable and welcoming for shoppers. ”I love the space downstairs we have for styling – you can try on jewellery and accessories to your heart’s content, matching everything to your dress, and gazing at the full effect in our multitude of vintage gold mirrors.
“There’s lots of space to get comfortable, and beautiful pieces to inspire you.”
Gilda’s Tryst was launched in 2009 with the opening of the Sloane Square store. The company was a finalist at the UK Jewellery Awards this year. Waterson and Jayyusi design jewellery and accessories including evening bags and head pieces.
Other jewellers based on Monmouth Street include delicate jewellery designer Laura Lee and fashion-led costume jewellery brand Tatty Devine.