|The staggered chandelier serves as central design element|
Swiss high jeweler Shawish Genève continues to expand into new markets and ventures. Recently, it opened its first London boutique in the affluent central London neighborhood of Chelsea.
The dream-like space matches its enchanted jewelry inspired by magical forests, fairytale legends and exploratory voyages.
|The fish scale motif for the entrance|
The facade of the space employs a motif in the likeness of colorful fish scales backed by black marble that reflect light in the same way that fish scales do in the sunlight. Inside, walls of neutral off-white shades and gray carpeting are offset by touches of purple, the Shawish corporate color. The centerpiece is a chandelier of luminescent glass tubes hanging in staggered columns a bit like stalactite formations in a cave.
|The display for the one-of-a-kind Octopus bracelet|
Ten display cases contain the one-of-a-kind and limited edition pieces in staged fantasy settings. For example, the Octopus bracelet sits on a pillow resembling an underwater throne surrounded by five columns. Two Teddy Bear pendants, which depict bejeweled teddy bears resting on crescent moons, are displayed in a night setting, with one on the corner of a starlit sky looking down on its partner resting on a cloud.
|The nighttime display for the Teddy Bear bracelet|
Shawish’s Moonlight Necklace, with its twisted branches of white gold paved in white diamond, commands center stage in front of a portrait of an orange moon. Flanking the necklace are matching earrings and ring. In another display, jewels are encased in a frosty winter scene with mounds of snow below and stalactite formations above. Bejeweled Magic Mushroom pendants are suspended on the showroom floor near the entrance.
|The display for the Moonlight suite of jewelry|
This is the company’s second boutique, the other being at its headquarters in Geneva. Mohamed Shawesh, co-founder, said the boutique was designed to reflect the cosmopolitan and quirky nature of London and its people.
|A winter scene for a jewelry display|
“We are here for the wonderful weird people, the English flavor, and to stir up the international glamour factors of the city,” he said. “Most of all we’re here to celebrate high jewelry with a heartbeat.”
|Magic Mushrooms hang about at the entrance of the boutique|
The company is reportedly opening a third boutique in Dubai. So the expansion continues.