Fenton opens new showroom in West London

The space has been decorated with Fenton memorabilia and soft furnishing to allow for a comfortable experience whilst exploring the products

Hemma Visavadia Friday, 16 April 2021, 10:28

1 minute read

Fenton has announced the opening of a new showroom space on Duke Street, West London, which will allow customers to “try before they buy”.

The jeweller revealed that despite 75% of its sales made online, it saw a demand for an “IRL space” where customers could speak with the resident gemologist and experienced concierge team ahead of making their purchase.

The space is decorated with Fenton memorabilia and soft furnishing to allow for a comfortable experience whilst exploring the products.

Appointments to the showroom are 30-60mins on average, with customers able to book via Whatsapp, the website, social media, or over the phone. Additionally, Covid safe measures will be in place with rings sanitised before each appointment.

The jeweller also suggested that whilst the delivery times of 3-5 weeks applies to showroom appointments, in-stock Treasure Box items can be with customers within 24 hours.

Jerome Brustlein, chief operating officer, Fenton, said: “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.”