Jewellery brand Missoma has opened a new split-level store on London’s hugely popular Carnaby retail zone.

The 56b Carnaby Street two-storey store, its biggest yet, has been “purposefully” designed to give the brand a platform to show off its “fun personality” in an “eye-catching and inviting” format.

With curved edges and contrasting tones, it “speaks to Missoma’s identity: cool, colourful, and confident”, we’re told. 

Marisa Hordern, founder and creative director, said she and her team “have worked to evolve the brand’s signature palette of inviting and earthy hues” – apricot tan, rust, cool blue, pistachio, and new malachite – “which have been curated to be bright, light and exude good energy”. 

Intricate design details include a mirrored ceiling, terrazzo displays, a giant animated screen, hand-designed neon signage, textured furnishings, a fully mirrored wall for ‘selfie moments’, bespoke striped rugs, and a statement striped staircase.

Of its third store (following Covent Garden and Leeds), Hordern said: “This [opening] is truly a milestone moment for us as a London-based brand, opening in such an iconic part of our city. 

“There’s a real thread that runs through our stores, but we also like to make each location new and unique with unexpected twists.”

A “one-stop destination for all things jewellery” with prices starting at £98, its festive gifting season opening includes instant free engraving in-store.