Fine jewellery brand Fenton has opened a new West London showroom as non-essential retail reopens post-lockdown.

The W1 address on Duke Street marks an unusual bricks-and-mortar expansion for Fenton, with the brand claiming to get around three quarters of its business via e-commerce.

The company said it is not departing from its traditionally online business model, but that customers want a physical space where they can speak with the resident gemologist and concierge team ahead of making a purchase.


Customers can book 30-60 minute appointments at the showroom via WhatsApp, Instagram, phone or Fenton’s website.

View images of the new showroom below:

Laura Lambert, Fenton founder, commented: “We are all so excited to have been able to open our showroom this week.

“When first sitting down to create the concept, it was important to me to design a space that embraces who we are as brand and a haven for our customers to relax, experience our rings and get to know Fenton as it is filled with nods to our beautiful sourcing countries, British heritage and our image of love.”

Jerome Brustlein, chief operating officer, added: “Whilst we are a digitally first brand and do a majority of our orders online, we have always wanted to create a space for our customers to experience our rings in real life.

“A Fenton purchase is often so emotional, it is important to us to be able to offer an option to touch and try our rings with our concierges team.”