New designer brand uses space to showcase £50,000 diamond.

Emerging jewellery brand Augustine Jewels has hosted a pop-up shop on London King’s Road, reporting positive sales and interest from customers who were given the chance to meet a diamond specialist and try on valuable stones.

The brand, founded in 2013, used the space to showcase its new Christmas Cuff collection, set with tourmaline, sapphire, citrine and garnet stones. 


It held a coffee morning for private clients and used the space to show a collection of diamonds, including a £50,000 near-flawless emerald cut stone, which customers were able to try on for size using a sample ring.

Augustine Jewels also used the three-day pop-up to host a talk by a diamond specialist, who had flown in from Antwerp to advise customers on how to choose a stone.

The brand reports that many customers bought cuffs, cufflinks and necklaces as Christmas presents, with the brand also welcoming several bespoke orders from private clients.

A statement from the brand said: "All in all, the event was a definite success and Augustine [is] keen to repeat the pop up concept in the spring".