Mawi to open East London flagship store

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Fashion jeweller to have fairground theme in Shoreditch store.

Fashion jewellery brand Mawi is set to open its flagship store in London’s Shoreditch on April 7, with a focus on creating an eclectic jewellery boudoir.

The store, located on Calvert Avenue, is said to be a huge step forward for the brand which is currently sold through Net-a-Porter, Harrods and my-wardrobe, as well as several niche department stores. With the new store based in east London, it is a chance for designer and founder Mawi Keivom to reach out to a core market.

A playful fairground theme has been chosen for the interior of the store, said to reflect Mawi’s creative imagination and experimental processes. The store will also feature a two-week long curated installation with pop art elements, retro furniture and kitsch additionas such as gum ball machines, teddy bears wearing jewellery and neon lights to highlight the collections. The full shop fit will take place later in April.

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