Serge DeNimes has made a name for itself over the past decade, carving out a space for itself and becoming a well-respected purveyor of jewellery; to celebrate their 10th birthday, the brand has opened up an exclusive pop up shop in Carnaby, London, showcasing their comprehensive range of products for the first time in a physical space. The store will also offer a limited collection of 10 year anniversary products, available exclusively at the pop up which will remain open for a short period of time before closing “later this year”. 

Serge DeNimes has blended the traditionally clear line between fine jewelry and the fast-paced environment of the trend-dominated fashion industry. Founder and Creative Director Oliver Proudlock – who launched the brand as a means of “creative expression” for himself – made a statement on the anniversary pop up store: 

“Our first jewellery store is open on 2 Marshall St in the heart of London. 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. 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. 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. 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. 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.”

You can visit the pop up shop now at  2 Marshall St, Carnaby London W1F 9BA. 

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