The pop-up will focus on the brand’s crystal collections, Cinta and Iqra, and shoppers will be able to explore The Alkemistry’s personalisation table where the team will be creating bespoke jewellery out of crystals.
For the Cinta bracelet, customers will reportedly be able to choose their precious beaded gemstones to “make up their personal manifestations”.
Additionally, for the Iqra, customers can choose from hand-selected crystal quartz that can be engraved to create an “exclusive” gift.
Alongside the personalisation table, the pop-up holds a “carefully curated assortment” of jewellery from The Alkemistry’s own brand, as well as international female jewellers.
In addition, the location will host beaded chandeliers suspended from the windows and each chandelier is being handmade by the team from 3,000 beads. These will then be remade into jewellery in the collections to reduce waste.
The pop-up will be located in Selfridges’ ground floor luxury accessories hall, placed next to Fendi and opposite Hermès.
Kirstie Gibbs, founder and creative director, said: “We have been working on this magical concept for some time. So to be offered the perfect space for the Christmas period helped make this dream – a reality.
“I am delighted to be able to offer the Crystal Apothecary, a meaningful and memorable space where our customers can own their purchasing experience. From choosing their precious gemstones and crystals to be made into a bespoke piece, we hope to encapsulate the magic of Christmas with our new theatrical pop up.”