Burlington Arcade in London’s Mayfair has created a new luxury retail concept in a bid to entice customers back when England’s current lockdown lifts.

From 3 December, 22 of the arcade’s luxury brands – including a selection of jewellery boutiques – will take part in a new campaign called Bespoke at Burlington.

The concept will see the 22 stores launch innovative new in-store experiences alongside rare new products that they do not offer anywhere else in the world.


The campaign is already live online, with Burlington Arcade asking customers to make December appointments with their favourite brands now in order to not miss out.

Jewellery brand Azza Fahmy was on hand to tell Professional Jeweller what its take on the Bespoke at Burlington concept will look like, including a special capsule collection of one-off, limited-edition, handmade pieces of Egyptian-inspired jewellery.

Regarding the campaign and the business’s part in it, Azza Fahmy CEO, Fatma Ghaly, said: “The Bespoke at Burlington initiative is an excellent way for us to reach out to our loyal clientele by offering them a carefully curated selection of Azza Fahmy items exclusive for them and their loved ones.

“Our current collection is particularly perfect for the Christmas gifting season, so the Bespoke campaign certainly comes at a great time for the Arcade.

“In this new Azza Fahmy collection, we include a bespoke snake cuff that carries the message ‘Oh Guardian’ – to symbolise protection – as well as limited-edition cocktail rings with floral motifs.

“Handmade by artisans using traditional techniques, the collection features precious stones, signature calligraphy and Ancient Egyptian symbolism in exquisite, bejewelled rings, cuffs and bracelets.”

She continued: “It’s great that the campaign initially commences digitally to drive awareness and celebrate the industry despite the current lockdown.

“In December, we’re excited to welcome customers back to our boutique in Burlington Arcade, where they can enjoy traditionally one of the most exciting shopping times of the year.

“Our Bespoke at Burlington offering here at Azza Fahmy is a truly unique experience that we are sure our clientele will enjoy.”