Fashion lifestyle brand Olivia Burton says jewellery sales have exceeded expectations at its very first concept store.

The brand, which is predominantly known for its watches, opened its debut boutique in the heart of Covent Garden this September.

Having a concept store has allowed customers to shop the full Olivia Burton offering in a physical outlet for the very first time – something that has led to other product categories to perform beyond expectations.


The brand tells Professional Jeweller: “Whilst we are known primarily for our watches, we have been amazed by the performance of our jewellery collection, which takes over 35% of the sales in our Covent Garden store.”

In total Olivia Burton has 2,500 pieces of jewellery since opening its Covent Garden boutique in September. The Celestial collection has proved to be particularly popular and is now the second bestselling range in store.

The strong performance of jewellery, alongside bespoke gift sets, pocket mirrors and limited edition Christmas baubles, has led the brand to consider adding additional product categories which can be bought exclusively at the Olivia Burton boutique.