French contemporary fashion jewellery brand APM Monaco is hoping to appeal to the London market after opening its first standalone shop in the capital.
The luxury goods group, whose designs have been worn by actresses Blake Lively and Joan Collins, has moved into a unit on South Molton Street in the West End.
It is reported that the brand has intentions to launch a further three stores in London within the next two years.
The company boasts a large presence in its native French market, and in Asia, but up to now it has only served the UK through concession stores. As well as London, its jewellery is available in Bristol, Birmingham, Leeds, Liverpool and Manchester.
APM Monaco finds itself in good company in one of London’s prime shopping areas. Thomas Sabo, Sandro and Links of London all operate stores nearby.
APM Monaco was created in 1982 by Ariane Prette. The brand was born out of her penchant for all things sparkly, including diamonds, precious stones and silver.