High-profile jewellery brand Swarovski has opened the doors to a new store on London’s Regent Street. The boutique’s arrival at No 122 marks a return to the street and brings its number in the capital to nine.

Spanning three floors over 1,500 sq ft, the boutique comes with a new facade and is fitted with the “most luxurious rendition” of the brand’s WonderLux retail concept. This version comes in an elegant blue “which perfectly complements the shimmering beauty of crystal”.

With an opening Christmas focus, the boutique offers a range of crystal and fine jewellery pieces for gifting. Alongside its collections, including the Millenia and Matrix families, it also stocks a selection of home décor pieces, watches, and accessories. 

It offers the recently launched Swarovski Created Diamonds fine jewellery collections too and features an exclusive Styling Suite on the mezzanine floor for one-to-one appointments.

Designed by Swarovski creative director Giovanna Engelbert, the WonderLux retail concept is being rolled out across the globe as part of Swarovski’s store refurbishment programme to coincide with the brand’s 130th anniversary next year. 

Each new store is fitted in one of Swarovski’s vibrant House colours with octagonl showcases adorning the walls “in a sophisticated display of product and pattern, metallic and fluted glass finishes and sensorial gross-grain silk and velvet touches throughout”.

The Swarovski Crystal Business is now represented in over 140 countries worldwide with 2,300 boutiques complemented by selected multibrand partners and employs 16,600 people.