Retailers

Serge DeNimes launches new pop-up on Carnaby Street

The new store will be located just off Carnaby Street on a one floor with 431sq ft, the pop-up will showcase and sell the full range of existing jewellery, and will also feature a launch of an exclusive 10 year anniversary collection available in store only

Serge DeNimes has announced a new pop-up on Carnaby Street to celebrate 10 years of the brand.

The new store will be located just off Carnaby Street on a one floor with 431sq ft, and will showcase and sell the full range of existing jewellery. It will also feature the launch of an exclusive 10 year anniversary collection available in store only.

Serge DeNimes is a design-led brand, with pieces made from 925 Sterling Silver, designed in London and hallmarked at the Goldsmiths’ Assay Office.

Samantha Bain-Mollison, retail director, Shaftesbury said: “We are delighted for Serge DeNimes to open a pop-up in Carnaby to celebrate their 10 year anniversary.

“The brand is a great addition to the area and we are excited to have them back to celebrate this milestone.”

Oliver Proudlock, founder and creative director, Serge DeNimes, added: “With the retail industry being affected by Covid for the last 18 months, we wanted to make sure we could be part of resurrecting the original way to shop.

“We have created over 400 products and never had them available all in one place before. The quality of the product is something you only appreciate after you purchase, and we want to offer a way to show the quality in person.”

He added: “This brand has been my life for a decade now, and I look back at where we have come from, and the tough year all businesses have had this year, now more than ever, we need a little light and positivity in our lives.”

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