Neony in London takes inspiration from New York loft spaces.

Nicky Hadjithoma, a former brand consultant and trend researcher, is set to open a new concept jewellery store in London which aims to fill “a gap in the market” for a destination jewellers focused on individual design.

The new store, called Neony, will be situated on Goodge Street in London and aims to deliver on both choice and innovation through a collection of jewellery from designers around the world. Hadjithoma also says the “New York-style loft space” setting will help attract consumers.


Hadjithoma said: “Where other independents rely on established designers to attract footfall and sales, Neony will carve out a niche by only selecting collections from cutting edge European designers yet to be launched in the UK.

“Not only is it great to deliver something fresh and exciting to the UK, but also fantastic to be involved in helping to nurture new talent and give them the opportunity to gain their businesses exposure to a new audience.”

The store will launch with designers such as Francesca Villa (pictured), Gabriela Stefano, Maven, LTCH and Jalan Jalan and will also launch an exclusive collection from Paris-based jewellery brand Origami.

“The concept store houses an eclectic mix of individually sourced vintage and contemporary artifacts, including a gallery instillation fixturing and an authentic glass display cabinet salvaged from the V&A archives,” explains Hadjithoma.

Neony is the brainchild of Nicky Hadjithoma, who graduated with a first class honours degree in fashion design, before diving head first into the world of fashion marketing and brand strategy. She followed this with a Masters degree from Central Saint Martins in Innovation Management, with Neony born shortly after.


Previous articleGoldsmiths’ Centre opens with royal reception
Next articleGossip Girl stars open two Harry Winston stores