New York-based fine jeweller Marla Aaron has opening her first physical UK retail destination with a permanent shop-in-shop at high-end London department store Liberty.
The dedicated space within Liberty’s ground floor jewellery hall “brings the spirit of the NYC maximalist Diamond District showroom”, featuring an expanded selection of jewellery, exclusive pieces and objects, “all designed to welcome visitors to play”.
The brand’s arrival will include a charity angle, supported by Liberty. Aaron’s ‘Lock Your Mom’ project, which has run for over a decade in the States, offering single mums the chance to be nominated to receive a special heart lock over Mother’s Day “to recognise them for their amazing work”.
This will be the first time Aaron has run the initiative outside of the US, and Liberty will hold an in-store event hosted by the designer on Mother’s Day (30 March) giving out 100 locks on the day.
Marla Aaron, which “takes a functional maximalism approach to fine jewellery”, launched in 2012 with the recasting of the carabiner Lock into precious metals “quickly expanded into a universe of mechanism-inspired ‘hard-working’ fine jewellery” made by hand in small artisanal workshops in New York City.
