Italian fine jewellery brand Atelier VM has opened its first UK flagship store in the heart of London’s Mayfair, within Burlington Arcade.

After launching the brand into the UK in 2018 with a dedicated counter space in Liberty London, Atelier VM has steadily expanded its customer base and grown both its mainline and welded L’Essenziale collections.

The launch of the 401 sq ft standalone boutique near the Piccadilly entrance “is a testament to the brand’s success and growth over the last six years” and “marks a significant milestone in the brand’s ongoing expansion, commitment and investment in the UK retail and jewellery market”.

The contemporary, handcrafted jewellery store is designed to reflect the brand’s  Italian heritage. 

This includes a Murano glass chandelier, designed by Milanese artists 6:AM adorning the main store window and also incorporates the brand’s hidden draw interior design element, “creating a surprise moment for customers to explore the wider collection, while allowing the main display counters to remain minimal with smaller dedicated product focuses”.

The basement space invites customers to explore the brand’s history, with a dedicated archival display highlighting pieces dating back to the mid-90’s when founder/owners Marta Caffarelli and Viola Naj Oleari first launched Atelier VM. The collection will remain exclusively in the London store for the coming months.

Additionally, a dedicated art installation accompanies the archive as part of an exhibition showcased in Milan earlier this year to celebrate 25 years of Atelier VM.

Trupti Shah, commercial director for Burlington Arcade, said: “Burlington Arcade continues to evolve while preserving its rich heritage, having Atelier VM join the vibrant mix of prestigious brands we house offers our visitors a new and distinctive experience.”