Frost of London held its Evolution Party on Thursday November 26 at its New Bond Street boutique in conjunction with Jacob & Co. The event saw Ella Eyre take to the red carpet to cut the ribbon and formally open the new shop in shop experience before the exclusive guest list of customers and friends arrived. The first 39 ladies to walk through the doors received a chip to try their luck with roulette coordinated by Maxims Club. The spot prize was an 18ct white gold evil eye diamond bracelet courtesy of Jacob & Co. The evening was also an opportunity to view one-off pieces by Jacob & Co. Guests enjoyed cocktails and food, a live acoustic performance by Ella Eyre and music by Rudimental’s Tour DJ M.A.X until 10.30pm before moving to an after party at Tape.

Luxury jewellery retailer Frost of London is moving out of London’s Bond Street as it has acquired a six-storey property around the corner on Brook Street, Mayfair.

This relocation and retail expansion comes after ten successful years on New Bond Street.

While the move it just around the corner, its raises the bar for the jeweller with a 50% increase in retail space set across six floors.


The new store will house designated floors for Franck Muller, Djula, a collection of cherry picked fine jewellery brands and bespoke services, watches brands, and a lavish private dining room to entertain customers.

Brands have been refined for the move, with Frost of London revealing the Brook Street Boutique will house fine Jewellery courtesy of Akillis, Alessa, Davidor, de Grisogono, dinh van, Djula, Faberge, Fope, Fred, Pippo Perez, Roberto Coin, Shamballa Jewels, Shay Fine Jewelery in addition to in-house designs where diamonds and precious stones are at the forefront.

Watch brands will include Arnold & Son, Backes & Strauss, and Bell & Ross.

The new store is expected to open next month.