SHAFTESBURY ANNOUNCES SERGE DENIMES POP-UP WITH OLIVER PROUDLOCK

Shaftesbury announces Serge DeNimes pop-up in Carnaby to celebrate 10 years of the brand. Located just off Carnaby Street, the pop-up will showcase and sell the full range of existing jewellery, and will also feature a launch of an exclusive 10 year anniversary collection available in store only. Serge DeNimes is located over 1 floor with 431sq ft.

Samantha Bain-Mollison, Retail Director, Shaftesbury says: “We are delighted for Serge DeNimes to open a pop-up in Carnaby to celebrate their 10 year anniversary. The brand is a great addition to the area and we are excited to have them back to celebrate this milestone”.

Serge DeNimes celebrates their first decade with an exclusive pop up shop showcasing the full range of their jewellery for the first time.

In the 10 years that Serge DeNimes has existed, the London-based brand has grown into an international fashion brand with a dominance in all jewellery categories, spanning across bracelets, earrings, rings & necklaces. At the crossroads of premium jewellery and streetwear, Serge DeNimes has bridged the gap between the traditional views of jewellery and the fast-paced environment of trend-driven fashion.

Oliver Proudlock, Founder + Creative Director says: “Our first jewellery store is open on 2 Marshall St in the heart of London. 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. We have created over 400 products and never had them available all in one place before. The quality of the product is something you only appreciate after you purchase, and we want to offer a way to show the quality in person. This brand has been my life for a decade now, and I look back at where we have come from, and the tough year all businesses have had this year, now more than ever, we need a little light and positivity in our lives. I’m hoping we can create that with this shop and bring the community we have built over this decade together to celebrate in person.”

For more information please contact Sister London:

meghan.ryan@sisterlondon.com

Follow @CarnabyLondon and visit Carnaby.co.uk for full updates, news and information

About Carnaby

Carnaby is in the heart of London’s West End, where over 100 retail brands of quality and distinction and over 60 independent restaurants, cafes and bars can be found across 14 streets, including the world famous Carnaby Street. Carnaby is a unique and iconic experiential shopping, dining and leisure destination. 

About Shaftesbury

Shaftesbury owns and manages a 16 acre property portfolio in the liveliest parts of London's West End. Focused on restaurants, leisure and retail in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, together with substantial ownerships in East and West Covent Garden, Soho and Fitzrovia.

The portfolio comprises 611 restaurants, cafés, pubs and shops, extending to 1.1 million sq. ft., 624 apartments and 0.4 million sq. ft. of offices. All our properties are close to the main West End Underground stations, and within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham Court Road and Bond Street.

@shaftesburyplc shaftesbury.co.uk

About Serge DeNimes

Serge DeNimes is a design-led brand, providing premium but affordable jewellery. Every piece is made from 925 Sterling Silver, designed in London and hallmarked at the Goldsmiths' Assay Office.

The brand started in 2011 with the idea of being a creative outlet for founder Oliver Proudlock, as well as a platform to boost up-and-coming talent within the creative community. We started out with seasonal collections of apparel but after 6 years of producing clothing & accessories, we saw a gap in the menswear market - high quality fashion jewellery. Since 2017 we have evolved into a worldwide jewellery brand, well known for our fashion forward designs & premium quality materials.

We create 3-4 collections each year, each one with a unique theme and story behind it. We aim to provide classic styles and silhouettes alongside statement pieces for relevant yet timeless collections every time.

Store Address - 2 Marshall St, London, W1F 9BA.