Monica Vinader opens new store in Covent Garden, London

Monica Vinader has boosted its presence in London with a fourth boutique but its first in Covent Garden. The jeweller has opened on on the reinvigorated and newly pedestrianised King Street, Covent Garden.

It joins a number of other luxury boutiques there as Covent Garden undergoes a transformation and ramps up its high-end store count to move beyond its more middle-to-premium market positioning.

Designed by Vinader herself, the new boutique is meant to offer a “sophisticated yet approachable luxury shopping experience”. This has been achieved via a tactile mix of contemporary clean lines, soft velvet and brushed brass accents.

Shoppers enter through a historic facade, something many Covent Garden stores benefit from given the large number of 18th and 19th century buildings still standing in the area.

The first thing they see inside is a rose-mirrored wall, 1950s Gio Ponti chairs and original restored wooden floors. Inspired by the designer’s interest in modern art and architecture, the boutique also has two crystal Sputnik chandeliers and a folded pink velvet wall.

The Covent Garden location features a Monica Vinader engraving station that comes as a bespoke concrete corner bar, where customers have their purchases personalised with their own handwriting, doodles and messages using an in-store precision engraver.