Daniella Draper is back in London with a permanent presence for her eponymous jewellery brand.
The King’s Road addition to the boutique-styled branches - served from a dedicated Grimsby workshop - opens in time for the Christmas run-in, and builds on a pop-up store in the capital back in 2018.
It also marks a return to the city where she advanced her craft, studying at Central St Martin’s College.
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Chelsea is a seventh store, having started in Cleethorpes and added Lincoln, Beverley, the Lake District and Cheshire, before opening in Grimsby last month. The property deal completed in September.
Daniella said: “The whole team are so excited to have opened in London and particularly on the King’s Road.
“To be able to have a physical presence in the South of England is really important to us.”
The pop-up in Duke of York Square performed well in 2018 and 2019, with a similar format taken on in Leeds pre-pandemic.
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Launched on the family dining table more than a decade ago, the multi award-winning brand has been championed with celebrity endorsements with the ethics lapped up.
From Kate Moss to Catherine, Duchess of Cambridge; Ed Sheeran to Chloe Moretz, her statement pieces have been given huge exposure in the fashion world.
It has led to regular national acclaim, with Daniella described as the “contemporary jeweller to the stars” and the “Grimsby girl taking British design to the world”.
All pieces are manufactured in the 海角视频 using 100 per cent recycled gold and silver, with the brand certified by Positive 海角视频 as one to trust, “meeting the highest standards of verified innovation and environment performance”.
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