Loquet Opens Candy Colored Flagship Boutique In London

Loquet London, a renowned fine jewelry label, recently launched its first flagship store in Belgravia, one of London's most upscale districts. The space, located at 73 Elizabeth St., had earlier served as a pop-up store for the brand, before being transformed into a permanent boutique this January, right on the 10th anniversary of Loquet.

The founder and creative director of Loquet, Sheherazade Goldsmith, couldn't be more excited about the new development. She mentions that the rich design experience was largely influenced by the recollections of a candy shop that she frequently visited as a child. Collaborating with architect Richard Moore, Goldsmith successfully captured her childhood memories in the design, while also presenting the playful and contemporary side of Loquet, a brand noted for its fresh and vibrant renditions of traditional keepsake lockets.

The immediate welcome under a poppy-red awning, Loquet's signature color, hints at the innovatively colorful setting inside. The interior is illuminated through custom-made lighting fixtures and installations by the great Helle Mardahl, in soothing pastel pink and warm beige shades. Goldsmith's vivid memories of candy jars filled with sherbet disks find a creative outlet here.

Adding further to the overall appeal are custom-made solid pink and green onyx marble showcases that display Loquet’s beautifully handcrafted solid gold locket collections and an array of charms. Punctuating the space are splashes of light blue via a velvet seating section that dovetail perfectly with the confection-inspired theme.

The flooring follows a basketweave pattern, subtly reflecting the faceted crystal used by Loquet in its creations. To infuse an artistic touch, the sleek modern paneling in the store is adorned with original artwork by Damien Hirst, and his striking "Spot” painting immediately brings to mind the white paper classic candy button sweets.

In tune with its 10th anniversary celebrations, Loquet is set to reveal a host of new designs, including a line of larger charms, and a whole new product category that maintains the initial charm of the brand. There’s also a thorough rebranding initiative underway, aimed at highlighting the brand’s core values of craftsmanship, individuality, authenticity, ingenuity and a love for life. Goldsmith, an environmentalist, entrepreneur, and columnist, before becoming a jewelry founder, always stands by these values.