Liberty opens second jewellery space amid soaring demand

Liberty has opened a second jewellery space at its London flagship as sales in the category rise 20% year-on-year.

The Fashion Jewellery Gallery launched on the first floor of the Regent Street store on 14 September, bringing together 37 brands, including eight new to Liberty and 11 retailer exclusives.

The new space focuses on demi-fine and fashion jewellery, complementing the existing ground-floor jewellery hall, which is centred on fine jewellery. It features 10 shop-in-shops alongside displays from brands including Alighieri, Missoma, Otiumberg, Shaun Leane, Vivienne Westwood and YSSO.

New additions include Carrie Elizabeth, Copenhagen-based Kinraden, Antwerp jewellery house Wouters & Hendrix and French brand Gas Bijoux.

Wouters & Hendrix is using the space for its first shop outside the Benelux region, while Gas Bijoux has opened its first shop outside France. Other brands have introduced dedicated elements to their spaces, including a bracelet welding machine from Missoma and personalised jewellery boxes from Daisy London.

The gallery has been positioned next to Liberty’s designer and advanced contemporary womenswear departments, with the retailer looking to encourage customers to shop jewellery alongside fashion.

Liberty has also introduced in-house jewellery specialists to advise customers across brands, styling, gifting and collecting. The space includes a dedicated consultation area and gifting counter.

Ruby Beales, Jewellery Buying Manager at Liberty, said: “Jewellery is one of the most personal categories we buy, and increasingly our customers are looking for pieces that reflect their individual style rather than simply following trends. The Fashion Jewellery Gallery was created in response to that shift, bringing together a carefully curated edit of contemporary designers from across the globe in a space dedicated to discovery, styling and expert guidance.

“What’s particularly exciting is the breadth of voices represented, as emerging designers sit alongside much-loved Liberty favourites. Ultimately, The Fashion Jewellery Gallery is about helping customers discover pieces they may not have been looking for, but fall in love with nonetheless. That’s always been at the heart of the Liberty experience.”

The launch follows Liberty’s wider investment in its product offer. In an interview with TheIndustry.fashion last year, CEO Adil Mehboob-Khan said the retailer had been looking to expand beyond its heritage products, including through its own jewellery and beauty offer.

“We had scarves and heritage items, but we were missing some fundamental blocks, our own jewellery, beauty, wear beyond shirts and accessories,” he said at the time.

The Fashion Jewellery Gallery is now open at Liberty’s Regent Street flagship in London.