Daniella Draper is to open a first permanent London location in chic Chelsea.
It will follow hot on the heels of the brand’s home town launch in Grimsby’s Victoria Street, and comes in a week that saw a top national jewellery award retained.
Premises on King’s Road have been secured for the seventh outlet for the family, with designer and director Daniella Draper delighted at the prospect.
A successful pop-up trial was conducted in the capital in 2018/19.
“We are so excited to be opening not only another store in the north, but to be finally branching out further south,” she said. “We have a lot of online customers from London and surrounding areas, and it feels as though our London store has been a long time coming. To be located in the beautiful borough of Kensington and Chelsea is truly a dream come true.”
Described as a spacious store, it will aim to build the genuine customer interactions and the great store environment that judges at the UK Jewellery Awards 2021 lapped up.
It retained the Mono-brand Jewellery Retailer of the Year accolade.
Daniella said consistency was vital when it came to brand-building and loyalty it thrives on.
Speaking after picking up the accolade at The Brewery in London, alongside sister Holly and mother Della, she said: “We are honoured to be recognised for the second year running – it is so important for us as a business to have a physical presence on the high street and to be able to interact with our customers.”
“It is great to win it again. When we looked at the competitors, Swarovski and Pandora, major leading companies that have been going for decades, it was great to be against them, and win.”
“We are always striving to better ourselves, always growing, maturing and striving for bigger and better,” Daniella added, with the festive period now firmly in the sights. “We’re busy getting ready for Christmas; it is always a busy time but it is exciting, and we’re looking forward to it.”
Her collections prove popular with royalty, celebrities and locals alike, with a strong eco-focus on recycled metals.
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The UK Jewellery Awards was established in 1993 and is described as the “most admired and relevant awards event in the jewellery and watch industry”.
Ruth Faulkner, editor of organiser Retail Jeweller, said: “This year’s UK Jewellery Awards represented one of the first opportunities in almost 18 months for the industry to get together and celebrate the achievement of colleagues.
“Covid-19 has been challenging for so many businesses, especially those with a high street presence and so it was heartening to be able to award the efforts of so many companies which have not only survived the pandemic but thrived and emerged stronger as a result.
“The companies we celebrated at this year’s UK Jewellery Awards from across all areas of the industry and the supply chain must be applauded as the leading lights in our sector. They really are the very best in the business.”