London, Nov. 28 – Italian fine jewellery brand Atelier VM has unveiled its first standalone flagship store in the UK, located in the prestigious Burlington Arcade in London. This marks a significant milestone for the brand, which initially entered the UK market in 2018 with a counter space at Liberty London. Since then, Atelier VM has built a loyal customer base and expanded its collections, including its renowned L’Essenziale and welded collections.
The opening of the Burlington Arcade boutique underscores the brand’s ongoing success and growth in the UK retail market, reflecting Atelier VM’s commitment to the region and investment in the fine jewellery sector.
Designed to embody Atelier VM’s signature blend of contemporary craftsmanship and minimalist elegance, the store showcases the brand’s latest collections and exclusive innovations. A key feature of the boutique is a striking Murano glass chandelier, created by Milanese artists 6:AM, which adorns the main store window, making a bold statement to passersby.
The store also features the brand’s distinctive hidden drawer interior design, which invites customers to explore a broader selection of jewellery while maintaining a sleek, minimalist presentation on the main display counters. The boutique’s lower level hosts a dedicated archival display, featuring pieces from the brand’s early days in the mid-90s when founders Marta Caffarelli and Viola Naj Oleari launched Atelier VM. The exclusive archive will only be available at this London location, alongside an art installation previously showcased in Milan to celebrate the brand’s 25th anniversary.
Trupti Shah, commercial director of Burlington Arcade, expressed excitement about the new addition to the arcade. “We are thrilled to welcome Atelier VM to Burlington Arcade, a brand known for its refined minimalist elegance and artisanal craftsmanship. The brand’s contemporary approach to fine jewellery perfectly complements the diverse mix of prestigious labels at the arcade, offering our visitors a fresh and distinctive experience.”
Atelier VM’s presence in the Burlington Arcade is sure to enhance the arcade’s reputation as a destination for luxury shopping while offering a unique experience for both local and international clientele.
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