Completedworks Opens First Flagship Store on Chiltern Street

London-based design brand Completedworks has announced its latest milestone: a new flagship store in the city's heart. Founded by siblings Anna and Mark Jewsbury in 2013, Completedworks initially gained recognition for its jewelry offerings.

However, it was during the pandemic that the brand truly hit mainstream status, with A-list celebrities such as Adwoa Aboah, Jodie Comer, and Maya Rudolph frequently featured in fashion magazine roundups wearing the brand's distinctive scrunchie earrings.

The subsequent years saw Completedworks continue to make waves in the industry, particularly during London Fashion Week. The brand's 2024 fall-winter collection presentation stood out as a remarkable example of innovative marketing.

Actress Joanna Lumley delivered a poignant monologue by novelist Fatima Farheen Mirza on a stage littered with scattered magazines and burnt toast.

Completedworks, the London-based design studio, is finally putting down roots in the city with its first flagship store on Chiltern Street in Marylebone. This move marks a significant milestone for the brand, which has been operating primarily through wholesale and online channels for over a decade.

The decision to open a physical store was made just six months ago, but Anna Jewsbury, co-founder of Completedworks, is confident that they are on track to meet their target opening date in early November. This rapid turnaround is all the more impressive given the numerous factors that need to be considered when launching a bricks-and-mortar venture.

From architecture and materials to lighting and staffing, every detail must align with the brand's aesthetic and values. Jewsbury acknowledges that this process has been both exhilarating and overwhelming, with an extraordinary number of decisions needing to be made in a relatively short space of time.

Chiltern Street was chosen as the location for Completedworks' flagship store due to its unique blend of swanky sophistication and offbeat charm. This unexpected choice reflects the brand's willingness to think outside the box and push boundaries in all aspects of their work.

The opening of Completedworks' first London store is a significant step forward for the company, marking a new chapter in their evolution as a design studio. With its innovative approach and commitment to quality, this venture is sure to generate interest and excitement among fans of the brand.

The location chosen for Completedworks' new London store is Chiltern Street, a spot known for its unique character and eclectic mix of concept stores.

This decision was not taken lightly, as finding the perfect spot in a busy city like London can be a daunting task. Completedworks' designs often blend classic elements with unexpected twists, much like the character of Chiltern Street itself.

The new store will offer customers the opportunity to discover more than just jewelry, with a range of products from different disciplines on display. This includes vases and furniture, which may not be immediately associated with the brand but are an integral part of its offerings.

A workshop on the lower ground floor will provide a glimpse into the design process, allowing clients to see how the magic happens behind the scenes. This space will also serve as an events area, capable of hosting various functions.

The brand's live performances have become a hallmark in recent years, with jewelry presentations transformed into immersive experiences. The idea for this innovative approach was driven by the nature of jewelry itself, which often requires thinking outside the box to showcase its unique qualities.

The jewelry industry often struggles to showcase its unique qualities in a larger setting, making it essential to create engaging conversations around each collection.

To achieve this, Completedworks' Anna Jewsbury and her team have developed an innovative approach that involves collaborating with external writers to bring new perspectives to their designs.

This collaboration has resulted in the creation of immersive performances that accompany their fashion shows, featuring a range of talented performers who can interpret the essence of each collection.

The brand's choice of performers has been deliberate, selecting individuals known for their edge and unique personalities, such as Dianna Agron and Jemima Kirke, to bring an added layer of depth to each performance.

Completedworks' approach to casting is highly personal, with the team often having a clear idea of who they want to feature in their performances from the outset.

Completedworks has been experimenting with various formats for its shows over the years, incorporating monologues, theatrical performances, and more experimental presentations.

Anna Jewsbury, a key figure behind the brand, acknowledges that these ambitious productions can be challenging to execute but also allows for flexibility as an independent label.

The team's approach to casting is highly personal, with a clear idea of who they want to feature in their performances from the outset.

As the brand continues to evolve, Jewsbury emphasizes the importance of not committing to a rigid formula and instead embracing new ideas that genuinely excite them.

Completedworks' Anna Jewsbury has been at the forefront of innovative product design, as seen in their ceramic puffy mugs that resemble fabric.

These unique items are likely to stick in customers' minds, making them memorable and potentially coveted purchases.

In London's fashion scene, one designer consistently stands out: Pauline Dujancourt.

Her work is notable for its subtle yet striking balance of traditional techniques and modern sensibilities.

Dujancourt's designs possess a quiet tension that sets her apart from others in the industry.

This delicate yet contemporary aesthetic is precisely what makes her work so compelling.