Serge DeNimes opens pop-up shop in Carnaby

London-based jewellery brand Serge DeNimes has today opened a pop-up shop at 2 Marshall Street, just off Carnaby Street, to mark its 10th anniversary year.

The 430 sq ft pop-up, which will run until October 2021, is selling the full range of existing jewellery, as well as launching an exclusive 10-year anniversary collection, which will be available in store only.

Oliver Proudlock, Founder and Creative Director of Serge DeNimes, said: “With the retail industry being affected by COVID-19 for the last 18 months, we wanted to make sure we could be part of resurrecting the original way to shop. With jewellery, it is a personal expression. It is an heirloom, a piece of memorabilia - something you should experience in person. We have created over 400 products and never had them available all in one place before.

“This brand has been my life for a decade, and I look back at where we have come from, and the tough year all businesses have had this year, and we need a little light and positivity in our lives. I’m hoping we can create that with this shop and bring the community we have built over this decade together to celebrate in person.”

Samantha Bain-Mollison, Retail Director at London landlord Shaftesbury, added: “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.”

In its 10-year existence, Serge DeNimes has grown into an international fashion brand with a dominance in all jewellery categories, spanning across bracelets, earrings, rings and necklaces. At the crossroads of premium jewellery and streetwear, Serge DeNimes has “bridged the gap between the traditional views of jewellery and the fast-paced environment of trend-driven fashion.”