LONDON — Kate Spade New York has opened its first stand-alone jewelry store in Paddington Square Shopping Centre, near the refurbished train station.
Although the store spans only 290 square feet, the design nods to grand Manhattan apartment blocks. There are marble checkerboard floors and freshly lacquered walls in the brand’s signature Kate Spade green, echoing the awnings in the city’s swanky neighborhoods.
Liz Fraser, chief executive officer and brand president of Kate Spade, said jewelry is a fast-growing category for the company, and it was time to trial a stand-alone space.
“We’ve found it to be a strong customer acquisition category — introducing new, often younger, consumers into the world of Kate Spade New York,” she said.
“It has also been a strong gifting category for our brand. We’ve seen success in styles designed for everyday luxuries, as well as for special occasion pieces,” Fraser added.
Walls are painted in the brand’s signature Kate Spade green, created in partnership with Pantone.
Courtesy of Kate Spade New York
The brand’s diverse jewelry collection encompasses bejeweled florals, butterflies, and leaping frogs alongside more subtle studs and bangles, with prices ranging from $29 to $350.
The store’s design nods to its hometown, New York.
Courtesy of Kate Spade New York
“We see tremendous opportunity to build on this momentum and further position the jewelry category as a key growth driver for us across the globe. We are prioritizing the category in key international markets.
“In addition to our own direct-to-consumer channels, we are also growing our distribution through new wholesale partners, both in North America and internationally, like in [Europe, Middle East, Africa and India],” she added.
Responding to their U.K. consumers’ positive reception to the brand’s jewelry line, Fraser said the shop will serve as a way to test the waters for future brick-and-mortar stores dedicated to the category.