Shop to mimic Mount Street design while reflecting Viennese culture.
Stephen Webster will open a standalone shop in Vienna in July.
The Vienna store, which has been designed in house, will feature many of the same Victoriana design elements of the brand’s Mount Street store in London, but will reflect its Austrian location with quirky features such as black and white photos of dancers performing the Viennese Waltz.
The building, which was originally a bakery has, will be divided into three rooms: fine jewellery and women’s silver jewellery on the ground floor, and men’s silver jewellery and a VIP area on the first floor which is accessed by a sweeping staircase. The women’s room will be dressed up as a boudoir with distressed mirrors while the men’s area has a shabby chic design ethic with battered sofas.
The store will be characterised by elements that inspire Stephen Webster collections such as beetles, taxidermy, aquatic creatures, skulls, antlers, bird cages and Victorian illustrations.
The store will open in July but the brand said that it will be a “soft launch” with a party to celebrate the opening later in September.
Stephen Webster has been growing its European distribution and is now sold in Italy, Germany, Portugal, Cyprus, Czech Republic, Spain, Switzerland, the Ukraine and Estonia, as well as the UK and Ireland. The brand said it will continue to target the continent, adding that “Europe is really on the agenda”.
Stephen Webster international sales director Kate Jarvis told Professional Jeweller: “Europe seems to be finally chomping at the bit for it. It’s been really dead for the past two years. I think the silver collection has had a huge amount to do with it as it makes it more accessible.”
Jarvis said Stephen Webster has no plans to open any more stores in the UK following the opening of its Mount Street boutique last year, but will continue to expand its retail network through wholesale.