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Alex Monroe officially opens doors to Covent Garden boutique

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British jewellery brand Alex Monroe has officially opened the doors to its second stand-alone store.

As anyone who knows the brand would expect, the Covent Garden boutique features 3D bees, antique features, and nods to nature.

Upon walking through the doors, consumers are greeted by an open space complete with a bee installation, which can also be used for Instagram snaps, before walking into the main shop.

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The main body of the shop stocks the brand’s classic silver and gold-plated designs, alongside newly launched pieces, such as the SS19 Oceans line, while the back room is home to the fine jewellery creations, and will be a place where customers can have conversations about bespoke commissions and be inspired by the pieces around them.

Downstairs a basement will be used to host workshops.

The eponymous founder said during an Instagram Live post that he hopes the store will become a centre for jewellers and jewellery lovers. As such, the brand aims to use the basement and back room for events.

He shares: “I wanted to make a place where people could come and learn about jewellery and talk about jewellery. They can have a go at making jewellery, they can find out about stones, and they can ask questions about ethics and where everything comes from. I want this to be a place in central London where anyone who loves or is interested in jewellery can come.”

The launch into Floral Street is a significant one for the brand, as it is the first stand-alone store in a high footfall location.

Monroe says: ““Floral Street I have always loved, it has been a place I’ve always come to and shopped, and it is really nice to have a shop right in the centre of London.

“What’s interesting in Covent Garden is we get a slightly different customer because the other shop in London Bridge is very much destination. Everyone comes to us because they know the brand and they are very familiar with it, but here we’ve got a different footfall. We’ve got all these amazing people from all over the world coming in, so of them haven’t heard of the brand and the minute they come in they can see the installation and get to know who we are pretty quickly.”

The space, which took about six months to complete, features fittings and furnishings from fellow British craftsman, further nodding to the brand’s personality and ethos.

Alex Monroe plans to educate consumers on the ethical nature of the brand through expert talks and workshops due to be held in the space.

 

IMAGE CREDIT: Alex Monroe Instagram 

Tags : Alex MonroeAlex Monroe Jewellerycovent gardenFloral Street
Stacey Hailes

The author Stacey Hailes

Editor, Professional Jeweller

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