A guide to buying jewellery in the West End

BY OLIVIA PINNOCK

Tuesday 25th February 2019

Jewellery is one of the most personal things we wear. It’s not a necessity, but people have been creating these decorative objects for millennia. Whether we wear it as an extension of our outfits, accessorising in flattering colours and shapes, or it expresses a truth about ourselves, such as our hobbies or our star sign, or if we wear it to remind us of the person who gave it to us, jewellery is a unique part of our wardrobes. Jewellery has always been symbolic and carried special meaning with it so when shopping for necklaces, earrings, rings and the like, it’s worth investing time in finding something that’s just right.

In London, Hatton Garden may be the home of diamond experts, but in the West End they offer a fashionable selection and excel in understanding the jewellery customer’s needs to deliver an experience that’s as special as your purchase. With a vast choice of famous and independent names with a variety of signature styles, you’ll be able to explore so much, all within walking distance from each other, you’ll need a whole weekend to see everything.

If you’re not sure where to start, our helpful guide has everything you need to plan and enjoy your shopping trip in the West End.

Where to go

Every street in the West End has its own character and when you begin to know a bit about them, you’ll be able to find where the best jewellery shops are and, most importantly, the brands that you’ll love.

Bond Street is the home of classic luxury. Here you’ll find the flagship stores of some of the world’s best loved jewellery houses. You’ll find some fashion collections but by and large these brands dish up exquisitely crafted fine jewellery in timeless styles. As such, it’s an extremely popular destination for engagement rings and wedding bands.

Tiffany & Co’s iconic blue bags always make a beautiful gift. The treasured American brand has mastered the art of sentimental jewellery over 160 years and their signature heart pendant is a style icon in its own right. They’re also famed for their elegantly simple, diamond engagement rings made, of course, with the Tiffany setting.

Cartier offers something a little more extravagant for those who believe more is more. The French, ultra-luxurious jewellers has two boutiques on Bond Street for their widest selection possible. For a true statement piece, check out their haute joaillerie collection for dramatic, vintage-inspired jewels. The New Bond Street store is one of only three historical maisons, known as “temples”, worldwide.

One of the most influential diamond jewellers of the 20^th century, De Beers also has a dazzling presence on Bond Street. The company that introduced the 4Cs of diamond quality and first utter the phrase “A diamond is forever”, De Beers combines passion and expertise. Here you’ll find classic shapes and materials embellished with diamonds that will make your jaw drop. This is the site of the very first De Beers store and their signature setting is named Old Bond Street after it.

The Bulgari store will transport you back to glamorous, vintage Italy. Their bold, exuberant designs are housed in an exact replica of their Rome flagship from the 1930s. Never afraid to use colour or go big in their designs, Bulgari is unashamedly luxurious.

For something a little more refined, try Mappin & Webb at the far end of the street. Jewellers to the Queen and guardians of the crown jewels, you’re in safe hands here. Well-loved for their watches and silverware as much as their jewellery, they are traditionalists at heart and that’s reflected in their tasteful designs.

If you have luxury tastes but prefer something more fashion-forward, Mount Street should be your destination. This characterful, Mayfair street hosts the perfect blend of young designer brands and established names that prefer a more understated approach. When it comes to jewellery there’s some exciting names who blend an artistic approach with luxury metals and stones.

Georg Jensen is a brand with a long history but a distinctly modern aesthetic. Scandinavian minimalism shines through in both the interiors of the shop and the collections housed within it. A more sculptural approach makes Georg Jensen’s pieces suitable for the everyday but no less striking because of it.

For some Italian fieriness, Delfina Delettrez makes fine jewellery with a playfulness that’s always a hit with the fashion editors. Nature is a strong, and often very literal, inspiration for her designs which don’t shy away from colour either. There’s also a range of engagement rings for brides who want something a little different.

Hidden away on the second floor of a townhouse on Mount Street, Stephen Webster serves up luxe jewels with a dash of rock ‘n’ roll. Expect bold, gothic showpieces for women and men in a setting that will make you feel at home. A celebrity favourite since the brand launched over 25 years ago, these distinctive pieces have a dedicated following who return time and time again.

There’s nothing quite as romantic as vintage and antique jewellery and if this is more to your taste, the West End has plenty to offer in this department too. For the very best unusual pieces from days gone by, peruse the vendors in Burlington Arcade. This Victorian shopping centre, presided over by the beagles dressed in original top hats and frockcoats, is the perfect setting for them.

Susannah Lovis is an independent specialist in pre-loved jewellery that has run a shop in the arcade for over 20 years. Additionally, they also take bespoke commissions for something new inspired by the selection on the shop floor. If you want to try a piece before committing, or need something for a one-off occasion, they also offer a hire service.

Antiques specialists Somlo carry a lovely selection of jewellery worth checking out but it’s their watches that they’re best known for. True experts, they know everything there is to know and only carry the very best as well as offering one of the best restoration services around. Particularly noteworthy is their collection of Omega watches.

One of the oldest shops in Burlington Arcade, Richard Ogden has had its boutique here since the 1950s, passing it down from generation to generation. From affordable trinkets to highly collectible pieces of jewellery history, this place has plenty to offer. You’ll find a lovely selection of 20^th century artefacts but their range of Victorian and Edwardian jewellery is unparalleled.

What to ask

Knowing the right things to say and ask when you go jewellery shopping is just as important as where you go. The more information you can gather from the sales assistant, and the more they can gather from you, the better the choice you can make.

First of all, establish who you’re buying for and what’s the occasion. Don’t be embarrassed to say it’s for yourself, it’s one of the rising trends in the jewellery world and will help you have a more honest conversation with the sales advisor. Be upfront about your budget too, this is one of the easiest ways to narrow down the selection and helps you to keep on track with what you originally planned.

Next, move on to taste. Start with the obvious differences: silver or gold, clear stones or coloured, chunky or delicate. If you’re buying for someone else, think about their overall style, not just the jewellery you see them wearing. Do they wear jewellery every day or just on special occasions? Are they a minimalist or a maximalist? What celebrity would you compare their style to? The stores have an enormous amount of choice, so if you can build a picture in the sales clerk’s mind of the person you’re buying for, they may be able to pick things out that you wouldn’t have noticed.

There are often additional services and guarantees that come with a luxury purchase. Ask about any guarantees or additional services such as insurance, polishing, repairs and engraving. Knowing which stores offer the most suitable aftercare for you is an important point in the decision-making process.

The VIP experience

If you want to take your time and truly immerse yourself in the shopping experience, a number of West End stores offer premium services and VIP suites. For happy couples looking to pick out engagement rings or wedding bands, there are some dedicated experiences to help make it memorable for you that are worth exploring.

At the Cartier stores on Bond Street, you’re always welcome to book an appointment so that you have the undivided attention of their staff to help you find your dream jewellery, but if you’re after a ring that’s a true one-off, enquire about their Set For You service. Under the expert advice of the Cartier team, you can put together a style just the way you want it. You can choose your setting, from an elegantly simple solitaire to the showstopping Trinity Ruban, select the metal you’d like for the band, and the colour, clarity and carat of the diamond. Your exceptional ring will be delivered to you within three weeks but the memory of tailoring it to the person you love will last a lifetime.

If De Beers is your preferred jeweler of choice, they offer a similar service named For You Forever. What makes the experience really special is that, during your consultation, you’ll see original drawings from the De Beers design team and hear about the inspiration behind them to help you in your decision process. You’ll then pick your preferred design, diamond and setting for something original for yourself or the lucky person you’re giving it to. If you’re in need of some inspiration before your appointment, head to the De Beers website for an image gallery of some of the rings they’ve brought to life for customers using this service.

The VIP room at Bulgari is one of the most spectacular on Bond Street. It is based on “Il Salottino Taylor” in Rome, the lounge named after Elizabeth Taylor because she spent so much time there. One of the most famous jewellery collectors ever, the Hollywood icon spent many hours in Bulgari’s private rooms to escape the paparazzi and try on the latest collections. Portraits of her hang in the room which is decorated in warming gold colours, floor-to-ceiling mirrors and a sparkling chandelier. Here they promise you a taste of la dolce vita. If you book an appointment anywhere, it should be here.

There’s no reason to miss out on the VIP treatment if you’re after vintage jewellery. Richard Ogden’s ring room downstairs at the boutique opened on Valentine’s Day 1963 and has been designed for loved-up couples, or those looking to propose. An appointment here gives you a chance to see the range without the rush. Temporary exhibitions of jewellery also take place in the same space giving you a sense of history and wonder as you shop. If you still can’t find what you’re looking for, you can also book an appointment with one of their master craftsman who make bespoke designs for clients bringing the best of their favourite decades into one modern design.

Taking care of your jewellery

Making a purchase is just the first step of enjoying your jewellery. Ensuring it shines as bright as the first day you took it home, or even preserving it so it can be handed down to future generations, is just as important. Thankfully, many jewellery houses in the West End also offer extensive services in-house to take care of your precious pieces or fix them whenever required.

If possible, it’s always best to take your jewellery to the same place you bought it from and you should be offered advice on how to maintain the quality of your jewellery when you purchase it along with a list of their services. This will guarantee the people you’re entrusting it with have the best understanding of the jewellery they’re working with. Since many of the big maisons only offer services on jewellery purchased from them, some of the services are even complimentary.

Cartier offer shining, polishing, re-sizing and engraving for items created by them from any era. De Beers advises a complimentary clean twice a year, an annual check of the diamond to ensure it’s in prime condition and a professional polishing when required on their pieces. Bulgari offers a wider range of aftercare on their gems including cleaning, ultrasonic cleaning, refurbishment, engraving, resizing, earring adjustment and repairs.

There are plenty of places to go that will gladly help you with jewellery no matter where you bought it too. Mappin & Webb welcome enquiries of any type and guarantee any work undertaken on your precious items for 12 months after its returned to you so you can have true peace of mind. In addition to the standard jewellery care services, they also offer pearl restringing, certification of gem stones and, if you’ve been through the heartbreak of losing a favourite piece, their craftsmen can do their best to replicate it. Susannah Lovis specialises in antique and vintage jewellery so are well placed to take care of your family heirlooms. Alongside repairs, they can also help you transform old fashioned pieces into something modern and wearable with their resetting service. Another expert in jewellery from another time, Richard Ogden are also happy to help you with bringing your well-loved jewellery back to all its glory. From refurbishment and pearl stringing, which they recommend you do every 12 to 18 months if you wear them frequently, they’ll always be up front about costs. They can even quote you for insurance when undertaking repairs.

We hope this guide points you in the right direction for making the most of what the West End has to offer to jewellery aficionados but, of course, there’s nothing like going and exploring for yourself. We know you won’t be disappointed.