Vashi Dominguez

Online diamond jewellery retailer Vashi has announced it will be launching its first physical store this year, with plans to use its digital strengths to transform the in-store experience.

With a strong background in online retail, Vashi is now planning to offer its customers an in-store experience – one which will marry both the online and the physical elements of the customer journey in (as the business claims) a way the jewellery industry has never seen before.

The flagship will be located on Piccadily in Central London and has been created in collaboration with design consultancy gpstudio.


Vashi Dominguez, founder and chief executive officer at Vashi, comments: “My aim has always been to revolutionise the whole experience of choosing and buying an engagement ring, and I am delighted to now bring my vision to life in collaboration with gpstudio. Our shared belief in creating a unique retail experience means we have the potential to make something really memorable for our customers. I am excited for this next step in our journey which will wave goodbye to bland jewellery retailing.”

“All too often, jewellery retailing is characterised by sameness when it comes to retail presentation and engagement. Vashi will be offering a truly game-changing experience,” as Gregor Jackson, Partner at gpstudio.

gpstudio has worked with iconic British brands such as Theo Fennel and Asprey.

Together, Vashi and gpstudio hope to reinvent both the shopping journey and customer experience of buying a piece of jewellery by creating something “truly disruptive” in the marketplace.

Vashi hopes to have the new store open for AW17.