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Diamond jeweller ventures out of the capital with Selfridges partnership


Luxury department store Selfridges has extended its partnership with diamond jeweller, Vashi, by rolling out its branded boutiques in both Manchester stores.

Vashi now has a dedicated boutique inside Selfridges Trafford Centre and Selfridges Exchange Square, bringing the custom jeweller’s innovative experience to the north west.

As of September 24, the diamond jeweller occupies 1,000 sq ft on the ground floor of Selfridges Trafford Centre; sitting within the luxury and contemporary accessories space, and on Monday Vashi opened a 500 sq ft space on the ground floor of Selfridges Exchange Square.

The openings follow Vashi’s move into the department store’s flagship on Oxford Street this summer. It is also the jeweller’s first venture outside of the capital.

“We’re hugely excited to be bringing our innovative approach to diamond jewellery to Manchester with the opening of these two stores,” says Vashi founder and chief executive officer, Vashi Dominguez. “This thriving and exciting city is the perfect place in which to expand our business, as we aim to introduce more people to our unique and creative concept. Following our opening in Selfridges London earlier this year, we are thrilled to be partnering with Selfridges again to showcase our customer experience in a new region.”

Since launching online in 2007, Vashi has been providing customers with the highest quality customised diamond jewellery and expert advice for more than a decade. The business opened its first bricks-and-mortar store in Piccadilly in 2017, a few months later followed by one in Mayfair and one in Westfield London.

Vashi presents an alternative to traditional boutiques, offering clients a truly personal yet relaxed and easily accessible experience. Assisted by craftsmen, known as Alchemists, customers create their own piece of jewellery in-store, from initial design through to diamond and stone selection and setting. The process allows customers to explore not only craft and innovation but also to create a truly unique and deeply meaningful piece.

As part of your experience with VASHI customers can take home their own ‘Love Story’ – a personal keepsake in the form of a box and mini film containing photographs captured from the jewellery making journey, as well as images and anecdotes hand-picked by the couple, celebrating key relationship moments.


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