William Cheshire to open London jewellery store

Designer celebrating 10th anniversary with quirky east end shop.

William Cheshire is set to open a store on London’s Broadway Market as the jeweller celebrates his 10th anniversary as a designer brand.

The space is due to open in about three weeks time and will feature William Cheshire’s current collections, as well as revived designs from his back catalogue.

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Cheshire said he has been travelling across the country to pick up unusual decorative features such as old cinema chairs and jade green tiles in a bid to create a store that is “Yves Saint Laurent meets Vivienne Westwood”.

He said: “I wanted to celebrate 10 years as a brand by doing something surprising and exciting. With wonderful support we open doors this February.”

The space will also be used to meet retail buyers and private clients for commissions. It is situated on Broadway Market, a busy street close to Hackney in London, known for its food market, pubs, restaurants and boutiques.

“I want the store to have quirky elements but a grown-up feel to respect the type of customers that [shop in the area],” he told Professional Jeweller.

Cheshire announced the plans at The Jewellery Show this week.



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