Zoe & Morgan to open Primrose Hill boutique

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First London premises for fashion-forward jewellery brand.

London-based jewellery brand Zoe & Morgan is set to open its first UK jewellery boutique next month, located in Primrose Hill.

The brand will open the store on Chalcot Road in London on May 1. Primrose Hill is an area of London known for its boutique stores and celebrity residents, and has been home to the brand’s founders for several years.

Zoe & Morgan launched in 2006, founded by New Zealander siblings Ruth, Zoe and Morgan Sibbald. It has since won stockists including Matches, Silverado, HP France, Bon Marche and ASOS.

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Ruth Sibbald, co-founder of Zoe & Morgan, said: "[My sister] Zoe was living in Primrose Hill before moving back to New Zealand and I’ve lived there for six years. When we started she used to make all the jewellery on her kitchen table and then invite friends around for viewing and sales, so when a shop became available if felt like the natural place to be."

Sibbald said the shop is likely to have an ever-changing theme, but will launch with a design based on mixing old with new, with cloud-patterned wallpaper inspired by Fornasetti’s art and Art Deco glass display cabinets.

She added: "The shop will be a reflection of our style which is inspired by the old and brought forward to the now. We have lots of hand carved snake and skull which will sit amongst the crystals and antiques."
 

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