A week ago today, Shawish Genève, the Swiss high jeweler opened their London Flagship store. The jewelry house lead by young entrepreneur Mohamed Shawesh aims to attract London’s “wonderful weird people” by offering a collection that combines traditional high jewelry with technology. The prime example of this effort is their Magic Mushroom Collection, it takes you to a whimsical world.
“We are here for the wonderful weird people, the English flavor, and to stir up the international glamour factors of the city. Most of all we’re here to celebrate High Jewelry with a heartbeat,” says Shawesh. The flagship store from exteriors to the interiors is a work of art. The black marble front wall decorated with brand’s signature fish scale motif, in daylight scales give the impression of fish catching sunlight.
Store’s interiors are dominated by a magnificent floor to ceiling chandelier, while off-white walls and grey velvet carpet add a touch of simplicity to the surrounding opulence. All in all the purple accented boutique interiors are fashioned in such way, it offers patrons familiarity and exclusivity of a boudoir.
The ten showcases are there to tell stories of enchanted worlds. Starting with the Magic Mushroom collection near the entrance, delightful story telling through jewelry continue with mermaids and flowers to moonlight kissing Teddy Bear swinging on a crescent moon. Other wonderful pieces of jewelry on display include heart-shaped earrings and a gorgeous pink gold Octopus bracelet studded with a pink pearl.
In Shawesh’s words “We break all the rules to the view of combining fine arts and innovation. Ever since in 2008, Shawish Genève has been proposing a jewelry reality of great value.”
Shawish Genève, London Flagship store is located on 143 Fulham Road. It will not be difficult to attract “wonderful weird people” from Knightsbridge and Chelsea – favorite haunts of wealthy Arab sheikhs and Russian oligarchs.
Source: Shawish Genève