Lily Arkwright Unveils a New Era of Ethical Luxury with London Flagship in Marylebone Square
London, England – Pioneering UK ethical jeweller, Lily Arkwright, has dramatically expanded its physical presence and brought its celebrated lab-grown diamond and gemstone Ethical Jewellery to a discerning new audience with the grand opening of its London flagship store. A significant milestone for the Manchester-based brand, the new showroom is its largest to date and is perfectly situated in the heart of the city’s prestigious Marylebone Square. This thoughtfully designed space at 5 Aybrook Street serves as a luxurious haven for shoppers to explore the brand’s exquisite collections, delve into the world of ethically sourced gemstones, and experience Lily Arkwright’s renowned bespoke design services.
The move into London marks a pivotal moment in the company’s trajectory, building upon its strong digital-first foundation. “Simply put, we understand our customer,” says Philip Dawson, the brand’s managing director. “For years we’ve been a digital-first jeweler, and it’s worked brilliantly, but our clients kept asking for a place to try on rings, compare stones in natural light, and sit down with an expert.” The new Marylebone flagship is a direct and elegant response to this demand, seamlessly blending the efficiency and transparency of the online experience with the intimacy and personalized nature of a private consultation.
A Thoughtfully Chosen Home in the Heart of Marylebone
The choice of Marylebone for Lily Arkwright’s London debut was a deliberate and strategic one. The area, a short stroll from the bustling energy of Oxford Street, is celebrated for its unique blend of boutique shops, charming cafes, and world-class restaurants. “Marylebone has the exact blend we love: design-literate, understated, and personal. It’s premium without being performative,” Dawson explains. This sentiment perfectly mirrors the brand’s own ethos and the values of its clientele, whom Dawson describes as “thoughtful and values-driven. They appreciate craftsmanship, clear information, and a calm setting. The neighborhood’s character mirrors that.” With the picturesque Regent’s Park just a few minutes away, the flagship store is perfectly positioned to feel at the center of all that London has to offer.
The new store is a key component of Lily Arkwright’s disciplined and ambitious long-term growth strategy. “We’ve grown at a fast pace over the last several years, and we’re intent on scaling without compromising service. A flagship is the logical next step,” Dawson states. He views the London showroom as more than just a retail space; it is “an elevated, physical expression of the brand that deepens trust, improves education around both lab-grown diamonds and natural diamonds, and supports our next phase of growth while keeping the customer experience at the center.” Following the successful opening in London, the brand has its sights set on further European expansion, with plans to open a store in Antwerp later this year.
An Immersive Design Experience: More Design Studio Than Shop
The interior of the Marylebone flagship has been meticulously designed to create a serene and luxurious environment that allows the jewelry to take center stage. The space boasts “great bones,” with clean proportions and generous natural light that create an airy and welcoming atmosphere. This natural light is a crucial element, allowing customers to appreciate the true sparkle and brilliance of the gemstones. The design ethos is intentionally minimalist, featuring a palette of warm neutrals and tactile finishes. Sustainability, a core pillar of the Lily Arkwright brand, is also woven into the fabric of the store’s design, with the use of durable and responsibly sourced materials.
“We kept the palette purposefully minimal so the jewelry is the hero,” says Dawson. “The layout flows from an informal welcome into seated consultations, with lighting tuned for true-to-life sparkle rather than glare. It feels more like a design studio than a shop.” This approach fosters a relaxed and engaging experience, a far cry from the often-intimidating atmosphere of traditional jewelry stores. The larger footprint of the London showroom compared to its Manchester counterpart allows for an expanded offering, including exclusive designs available only at this location. Clients are welcome to browse at their leisure, or they can book a private consultation with an engagement specialist for a more in-depth and personalized journey into the world of fine jewelry.
Championing Choice and Ethical Sourcing
While Lily Arkwright does offer natural diamonds, it has carved out a distinct reputation as a premier destination for ethically sourced alternatives, including lab-grown diamonds, moissanite, and Chatham-grown colored gemstones. This commitment to providing a wide array of choices is a cornerstone of the brand’s philosophy. “We champion choice—lab-grown diamonds, natural diamonds, lab-grown colored gemstones, and moissanite, all with transparent specs and independent grading, and U.K. craftsmanship you can feel in the finish,” Dawson emphasizes.
This dedication to ethical practices and transparency resonates deeply with a growing segment of consumers who are increasingly conscious of the environmental and social impact of their purchases. By offering a diverse range of beautiful and responsibly sourced gemstones, Lily Arkwright is empowering its customers to make choices that align with their values without compromising on quality or luxury.
A Glimpse into the Future of Fine Jewellery
The opening of the Marylebone flagship is a bold statement of intent from Lily Arkwright. It signals a new chapter for the brand, one that thoughtfully combines the convenience of the digital world with the tangible and personal experience of a physical showroom. It is a testament to their deep understanding of the modern consumer who seeks not only exquisite craftsmanship and timeless design but also a brand that shares their commitment to a more sustainable and ethical future. As Lily Arkwright continues to grow and evolve, its new London home will undoubtedly serve as a shining beacon of this new era in fine jewellery.
