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All above images © Avril Jones

At the heart of the King’s Road, Azendi‘s second central London location is a more relaxed counterpart to its high-gloss sister over at the Westfield centre, so it fits comfortably in amongst the variety of stores to be found in the surrounding family-friendly shopping district.  With a mission statement declaring the brand’s desire to “combine passion with attention to detail, creativity with fine workmanship, and modern design with elegance”, Azendi looks set to win the hearts of the discerning shoppers in the Royal Borough.

Though the name is still fairly new and exciting to Londoners, Azendi is not a brand determined to be the ‘next big thing’.  This, their twentieth store, opens in their twenty-first year of trading: clearly, the company has been built slowly and carefully with the intention of being around for years to come.

That feeling of longevity is, perhaps, key to Azendi’s entire ethos.  The design of the new King’s Road store is neither too modern nor in any way old-fashioned, so no potential customer feels excluded by highly-stylised displays or stuffy, traditional jeweller’s windows.  The grid-like wooden shelving in the windows offers a glimpse at a good cross-section of Azendi’s products, all clearly priced and named, and it’s a refreshingly simple approach to jewellery presentation.  Inside, the clean, elegant theme is continued with well-lit glass cabinets allowing a look at pieces from several angles; warm, neutral decor and an inviting seating area.

The King’s Road Azendi is not as big as the Westfield store, so no space has been wasted but it’s not overcrowded either.  It is uncluttered and easy to move around without feeling as though you’re encroaching on other customers, though there was a small, ever-changing knot of people gathered at the Shaun Leane and Stephen Webster displays on the opening day.  It’s a welcoming environment that is helped no end by the knowledgeable and immaculately presented staff, for whom nothing is too much trouble.  Our motley crew of writer, photographer and mildly-stroppy three-year-old were given every assistance, be it having jewellery brought out of the cabinets to photograph or chocolate to placate an increasingly-disinterested toddler.

Azendi’s own collections are, simply put, contemporary classics.  Specialising in small, intricately crafted gold and silver charms and pendants, and semi-precious stones in simple settings, Azendi offers jewellery with a timeless quality at a price point accessible to everyone.  You won’t buy something from Azendi because it goes with this season’s dress/shoes/bag: you’ll buy something from Azendi because you’ll wear it every day, forever, but you won’t have to remortgage your house for it.  The Forbidden Fruit collection, for example, is finely wrought in solid sterling silver and nine carat gold and prices start at just £35 for a pair of bitten apple stud earrings.

Many pieces have been chosen with an eye to personally-meaningful presents, such as the Birthday Stones and Birthday Flowers collections, and the Blissed bead charms which offer an almost limitless source of gift options if the bracelet or necklace is added to each year.  Individual style is further encouraged in the shape of Azendi’s signature Stacking Rings, which are hand-made to order with your choice of semi-precious stone and band, but cost from only £95.

The King’s Road draws shoppers of all kinds from across the capital and beyond and, apparently mindful of this, Azendi have chosen to present collections from two highly-desirable British jewellers alongside their own.  Shaun Leane’s colourful and delicate enamels and Stephen Webster’s gothic-tinged statement gems offer an interesting contrast to the simplicity of Azendi’s pieces, whilst maintaining the ‘heirloom’ philosophy that permeates every carefully-selected item across the store.  Of course these collections command higher prices, but it’s not often that these high-end designer pieces are found in an environment where one feels utterly at ease asking to have something taken out for a closer look.  There is no white-gloved pretension here, only a pleasing feeling of accessibility, providing an incentive to buy that one can’t … well, buy.

Shaun Leane Cherry Blossom Ring

It is perhaps testament to Azendi’s carefully-crafted reputation that the launch of the King’s Road store was not a flashy, overpublicised affair, but rather a relaxed, low-key opening with champagne and chocolate for customers and 10% off every purchase for the day.  With no fanfare, no balloons, no garish window slogans proclaiming the news, the store soon attracted a number of intrigued shoppers based on, as far as I could tell, a glance in the windows as they walked along the street.  They took their time to look around and engaged with the sales staff (who are all of the friendly-not-pushy type) and for the most part were still there when we left.

The only trouble with Azendi is that once you’ve been, you probably won’t be able to stop yourself going back.  I should know:  I’ve got my next visit planned already …

Azendi, 104 Kings’s Road, London SW3 4TZ.

Emma Cook Sample Sale

We are spoiling you today, aren’t we?!  If it’s not a hot pop up shop or a brand-spanking new jewellery store, it’s the news that one of our favourite British designers, Emma Cook, is having a 2 day sample sale starting tomorrow.

And as if that wasn’t enough to get you excited, wait until you hear the details:  up to 90% off of items including show pieces and one-off samples AND a £15 and under rail – that’s cheaper than some of the pieces in Emma Cook’s recent Topshop collaboration!

Offerings will include archive pieces and Cook’s signature prints, fabrics and shoes, so there’s bound to be a few real gems in there, meaning you’ve got a chance to get your hands on some unique, never-to-be-repeated pieces of fashion history.

We love a kooky print on an easy, breezy silhouette, so don’t be surprised if you find us rifling through the bargain rail next to you!

The sale runs from 6pm to 9pm tomorrow, and on Saturday it will be open from 10am to 4pm.

Emma Cook Sample Sale, Look East Studio, Studio 1, Shacklewell Studios, 18 Shacklewell Lane, London E8 2EZ

Azendi opens 6th August at 104 Kings Road

Sparkly new shop alert!  Contemporary jeweller Azendi is preparing as we speak to fling open the doors of its newest boutique to the public tomorrow at 104 King’s Road.

This is Azendi’s second central London location, and if you’ve visited the store at the Westfield Centre you’ll know they offer an extensive range of women’s jewellery in gold and silver and semi-precious stones.  The new store will also boast pieces by British talents Shaun Leane and Stephen Webster (yes, that Stephen Webster, as beloved of Christina Aguilera, amongst others), making Azendi King’s Road more than simply a jewellery store: it’s a jewellery destination.

Azendi Stacking Rings, from £95

With such an amazing choice of sparkly things, you can be fairly confident that you’ll find something you adore at Azendi.  Having never quite got over our Carrie Bradshaw obsession we’re pretty taken with the nameplate necklaces, and we also love the stacking rings (left) that can be mixed and matched to suit your personal style.

Get yourself along to the store tomorrow for a glass of bubbly and a chat with the designers while you try on your favourite pieces and no doubt leave with one or two new treasures.

And for up-to-the-minute news on the team’s progress today, make sure you follow @KingsRoadAzendi on Twitter!

Azendi, 104 King’s Road, London SW3 4TZ

Victim Fashion Street/Natacha Marro Pop Up Shop via ASVOF

We know you love a pop up shop, so here’s some news for you:  fabulous London-based labels and long-time collaborators Victim Fashion Street and Natacha Marro are popping up at The Outside World in Redchurch Street at noon today until 8th August.

Mei Hui of Victim Fashion Street is known for her love of frills and frippery, creating highly individual pieces on the darker side of girly, and Natacha Marro’s fantasy shoe aesthetic are the perfect match so we’ll be interested to see what’s in store at their collaborative Secret Rendezvous pop up.  One thing’s for sure: there’ll be some truly incredible pieces of fashion and footwear mastery to be enjoyed, so stop by before it closes on Sunday evening to check it out.

Secret Rendezvous Pop Up Shop, The Outside World, 44 Redchurch Street, London E2 7DP

French Connection Sydney Knits Dress, £80

Our favourite kind of charitable deed is the kind where we end up with new dresses, and what do you know?  French Connection has teamed up with Stylist Magazine to let us do just that!

From today until 15th August, you can take an old French Connection frock (from SS09 or before) in clean, undamaged condition to a participating French Connection store and hand it over in exchange for £10 off a brand spanking new dress from the new AW10 collection, such as this classic striped Sydney Knits long-sleeved dress (right, £80).

For Londoners, there’s an extra treat in store:  from 26th to 28th August, all the donated dresses will be sold in a special pop-up-shop-in-shop at French Connection’s Regent Street store for a bargain-tastic £10 each!  Amongst the no doubt gorgeous pieces on offer will be dresses donated by French Connection’s celebrity fans, including Cat Deeley.

Lest we forget in a frugal-frock-fest-induced blackout, it’s all for charidee daahling, and all the proceeds from the Frock Swap will go to good causes for kids: Magic Bus which helps impoverished children in India through sport; and Kids Company which supports vulnerable children across London.  If ever there’s been a better reason to dig out last summer’s dress, we can’t think of it!

For the full details and Ts&Cs see French Connection’s blog and start rifiling through your wardrobe for those ‘vintage’ FC frocks now!

Bargainista favourite TK Maxx will be opening the doors to its brand new Charing Cross Road flagship store on Thursday 22nd July, giving the West End’s shoppers a chance to snaffle famous name fashion at up to 60% off.

The new store, at the site formerly occupied by Borders bookshop, will boast 21,00 square feet packed with bargains for the style-savvy – to give you an idea of scale, the Apple Store on Regent Street is 20,000sq.ft.  Huge, right?!  It will also play host to two exciting new departments: a Gold Label area filled with high-end designer pieces at knock-down prices, and a Mod Box area featuring hot trends from the world’s most fashionable cities.

Even better, the first 500 shoppers through the doors of the new store on Thursday will each receive a £10 TK Maxx giftcard and an exclusive goody bag.  There will also be refreshments available and special guests on hand to pamper customers.

TK Maxx already has several stores across London (click here to find your nearest) but this new offering will definitely attract bargain-hungry crowds from nearby Oxford Street and Covent Garden.  We’ll be checking it out at the preview evening, so watch out for a store review going up soon!

TK Maxx, 120 Charing Cross Road, London WC2H 0JR

Stuck in a style rut?  Help is at hand.  Today and tomorrow you can get expert advice from a top stylist, make-up artist, colourist, nail technician and bra fitter courtesy of the Brunswick shopping centre in Bloomsbury.

You’ll get your own private changing room while the experts do the running around for you – sounds like a no-brainer to us!  Celebrity stylist Bradley Taylor, who’s worked with such luminaries as Alexander McQueen and Vivienne Westwood, is offering his tips to help you look your very best.  An opportunity not to be missed.

Places are limited for this event, so call 0845 234 8002 to reserve your complimentary appointment.

Te Brunswick Shopping Centre, London WC1N 1AFh

We don’t generally need much encouragement to buy new make-up – it’s as important a part of your new season look as your clothes after all.  So just imagine how excited we were when we got wind of Illamasqua‘s brilliant make-up amnesty scheme: in a nutshell, if you take your rubbish old cosmetics to their counter in Selfridges (and a number of other counters across the UK – see here for full details of the offer and locations), they will get rid of it for you AND give you 25% percent off something new and gorgeous from their range.

From tomorrow until 31st July you’ll be able to take your clumpy mascara, watery nail polish or smashed eye shadow to the Illamasqua counter in Selfridges beauty hall, and for each item you bring you’ll get 25% off another item.  It doesn’t have to be a like-for-like swap either, so you can take along that stub of lipstick and exchange it for 25% off a Powdered Metal shimmery face powder if you wish.  Or a super-bold new Nail Varnish.  Or a Liquid Eye Liner (essential for the 50s vibe seen all over the A/W ’10 catwalks).  Or … well, anything!

The fabulous Illamasqua make up artists will be on hand to advise you on colours, application and anything else you want to know, so you’ll no longer have to be confronted with the depressing sight of all those lip glosses you thought you’d wear but that just didn’t look right when you tried them at home.  There is no limit on the amount of items you can bring to the amnesty and you can take any brand, be it the supermarket’s own or your expensive-but-unused designer compact.

We can’t wait to swap some our wishy-washy colours for some of Illamasqua’s signature dramatic shades – a pile of busted eye-shadows is appearing on the desk already!

Illamasqua, Ground Floor, Selfridges, 400 Oxford Street, London W1A 1AB

Who ordered the rain?  It certainly wasn’t us!  Never mind: luckily, those lovely people at Beyond The Valley are offering you the perfect distraction from the miserable weather!  Their annual sample sale kicked off this morning and runs until 14th August at the Beyond The Valley store on Newburgh Street, just off Carnaby Street.

Pieces on offer are from the past two seasons and are available at up to 90% off – talk about an offer we can’t refuse!  Twitter yields reports of silk tops for £20 and Harris tweed skirts for £50, and those sound like bargains if ever we heard them.

The Beyond the Valley sample sale is taking place in the store’s side gallery, but don’t forget to have a poke around the rest of the store.  Representing a host of super-talented but little-known designers as well as producing a line under its own name, BTV is the place to pick up that special piece that will automatically generate a certain smugness when your friends ask what you’re wearing.  We can’t wait for the A/W 10/11 ‘Hynogogic Owl’ collection to drop, bursting as it is with BTV’s signature geometric prints and a mix of fluid and sharp silhouettes.  Click here for a preview of what you can expect.

Until then, 90% off?  Don’t mind if we do …

Beyond The Valley, 2 Newburgh Street, London W1P 7RD

Some things will never get old: the Chanel 2.55 bag; the Burberry trench; Converse All Stars.  These are the items in our wardrobes that withstand the test of time, the heirlooms you’ll hand down to your children (well, OK, probably not your Converse …), the icons that represent that most elusive of qualities in the world of fashion: longevity.

Now you can find them all in one gorgeously curated space at another of fashion’s long-standing institutions, Selfridges.  Until 15th August, the Oxford Street store’s Wonder Room is transformed into a shrine to forever pieces, aptly titled the Forever Shop.  The store’s Creative Director, Alannah Weston, had the enviable task of carefully selecting those never-out-of-style pieces that are the cornerstones of chic wardrobes the world over.

Alongside such classics as mentioned above, you’ll be able to pick up Sonia Rykiel breton-stripe tees, Levi’s 501s and Alexander McQueen skull-print scarves, as well as a selection of timeless homewares from the likes of Philippe Starck and Waterford Crystal hand-picked by Elle Decoration’s Michelle Ogundheim.  Sir Paul Smith, whose own stores embody quintessential English classicism at its best, has chosen a selection of literary works which will also be available from the Forever Shop – possibly the first time that JK Rowling’s Harry Potter & the Philosopher’s Stone and the Yves Saint Laurent biography by Alice Rawsthorn have been found in the same category, though we can’t argue that both are indeed perennial favourites.

There’s something there for people of all budgets and all styles (no, really – we can’t imagine the same woman buying a Hermes Kelly bag AND a pair of DMs, though if you can work both of those into a super-amazing outfit we want to see it!), so we thoroughly reccommend taking a wander in the halls of forever fashion.

Forever Shop, Ground Floor, Selfridges & Co, 400 Oxford Street, London W1A 1AB