Selfridges is aiming to ramp up bespoke jewellery sales at its flagship Oxford Street store after partnering with customised diamond jewellery brand VASHI.

The retailer this morning unveiled a 100 square metre VASHI boutique within its popular ‘Wonder Room’ in a move that both parties believe will offer customers a different way of choosing and buying jewellery.

The boutique gives the diamond jewellery brand a valuable platform to bring its immersive retail experience to UK customers and marks the fourth store that it has secured since entering the market last year.


Customers will be able to create their own piece of jewellery and receive a hands-on experience from initial design through to diamond selection and stone setting.

This “transparent” retail environment will see customers explore design ideas, handpick loose diamonds and design their ideal piece of jewellery alongside VASHI’s jewellery specialists at their workbench.

Eleanor Robinson, director of Accessories at Selfridges, believes the format will be an excellent addition to its Wonder Room.

“The new space will sit amongst other leading jewellery houses and focuses on giving customers the experience of making a fully unique piece, starting with loose diamonds and settings. The bespoke nature of their pieces allows our clients to create something extraordinary, which truly lends to the Selfridges experience.”

The consultation rooms have been designed with bright contemporary colours and soft furnishings to create a warm yet exclusive environment for customers.

To mark the partnership, VASHI has also launched a new diamond choker necklace, which is exclusive to Selfridges.

The statement piece features an interconnecting ‘V’ design, which sits around the neck in a combination of 18 carat white and yellow gold. The customer can select which choice of gold they would like to feature more prominently on their choker, which is adorned with over 300 round brilliant diamonds.

Vashi Dominguez, founder and CEO at VASHI, said: “Selfridges is the perfect partner for this next stage of our expansion as our guiding principles are closely aligned; the spirit of innovation and creativity and a dedication to delivering extraordinarily intense emotional customer experiences with true personalisation.”