Serge DeNimes opens Carnaby pop-up

By

Sandra Halliday

Published
May 28, 2021

Jewellery-to-clothing designer Serge DeNimes has opened a pop-up in London’s Carnaby district to celebrate 10 years of the brand. 

Sited just off tourist destination Carnaby Street, the pop-up showcases and sells the full range of existing jewellery, as well as  a new and exclusive 10-year anniversary collection, which is available in-store only. 

It’s an expansion of its presence in the area for the label as its very first jewellery store is open nearby at 2 Marshall St.

Its founder and creative director Oliver Proudlock said that “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”.

He said the brand has “created over 400 products and never had them available all in one place before”.

The store is just the latest in a series of pop-ups in the West End of London that are making the most of empty spaces in the area and the resurgence of interest in shopping there.

The pandemic may have been mainly negative for the retail sector, but the opportunity the reopening is giving to indie brands could offer an important boost to such businesses.