A new approach to retail checks in and readies for take-off.
Luxury retail in recent years has certainly had its share of transformations and experiments, as top brands explore the best ways to connect with clients. From investing in awe-inspiring monoband boutiques-slash-brand temples to creating pop-ups in exclusive destinations from St Barths to St Moritz, the idea is increasingly to meet the clients where they spend their time.
Taking that idea to new heights is David Morris. The Bond Street jeweller has inaugurated a six-week residency at Farnborough Airport—a first of its kind for a UK luxury brand. “Farnborough felt like a natural fit for us,” says the third-generation member of the family business, Cecily Morris, who is brand and retail director. “The residency gives us the opportunity to introduce David Morris to existing and prospective clients as they travel to and from their summer destinations.”
Running until 12 July, the residency will showcase the best of the house’s signature designs and collections. Fans of the house will clock its iconic Rose Cut collection—which is delightfully themed around daisies, expressed through pear-shaped rose-cut diamonds, like in a gorgeous toi et moi ring. Also nodding to flowers is the Miss Daisy line, which takes it cue from English gardens. In Farnborough, it makes a cameo via the likes of an ultra-feminine double flower pendant or an Akoya pearl ring with a trio of white diamond flowers.
David Morris’s Fortuna collection, meanwhile, channels the ongoing trend for celestial and talismanic-like jewels —here named after the Roman Goddess of Fortune. Featuring painstakingly cut, circular hardstone motifs paired with pavé diamond crescents, all the pieces are sure to add a fun, cool pop of colour to any look this summer.
Rounding out the offering is Triolette, the first jewellery collection designed by Cecily. The 18ct yellow gold jewels are inspired by Cecily’s own approach to wearing jewellery, anchored in stackable, versatile pieces that put everyday styling in the wearer’s hands. Triolette offers a glimpse where the next generation is set to take this storied London house, in terms of both design and client connection.
