FoundRae Fills Its First International Store With London Flair

By Karen Dybis | July 20, 2026

The new FoundRae in London’s Mayfair district is the brand’s first international store and one of its most history- and literary-infused interiors to date, says founder Beth Hutchens.

The store, at 119 Mount Street, follows Hutchens’ tradition of personalizing each location to its geography. For FoundRae London, she leaned into British traditions, literary icons, and heritage-infused style, creating a store that is a feast for the eyes as much as a place to source FoundRae’s unique medallions, chains, and enamel bands.

It starts with a large black awning that draws your attention to the store from the street. And what a street it is: FoundRae sits next to a Milanese patisserie established 200 years ago, venerable Sautter Cigars, and Allens of Mayfair, a butcher established in 1887.

Foundrae London interior — *A cherry-red color palette—along with dark wood, books, and collectibles—dominates the interior of the new London FoundRae store.*

Within the front window and all around the interior, FoundRae installed hand-painted cards describing each symbol the brand uses in its jewelry (known as the 10 Tenets). Inside, those same Tenet cards are embedded in the ceiling panels as a kind of artwork that draws your eye upward.

Most of the store’s design centers on the double cherry, which Hutchens says represents friendship, good fortune, and committed love. Her favorite use of it comes from Shakespeare’s A Midsummer Night’s Dream. In that beloved play, Helena during Act 3, Scene 2, likens her friendship to Hermia to “a double cherry, seeming parted, but yet an union in partition.”

To honor that friendship in jewelry, Hutchens designed the Double Cherry Medallion, an exclusive piece found only at the London store. The two cherries, which are joined at the stem, are made with cabochon garnets and accented with pavé diamonds set in 18k yellow gold.

Foundrae London — *Beth Hutchens designs each individual FoundRae store to feel more like a traditional home, giving the London location a manor-like feel with rich carpets and wood accents.*

The Mayfair store refers to the fruit again with its cherry-red color palette for the walls and decor. Hutchens scores again with the way she chooses to display FoundRae’s jewelry. There are jewelry cases that look like book stands one would find in a university library. One long display known as the Chain Wall showcases the heavy chains FoundRae is known for. Another wall shows the jewelry hung next to framed love letters and fine art.

The London store also emphasizes personalization with an on-site studio complete with a bench jeweler and hand-engraver. For consultations, FoundRae added the United in Love Room, a dedicated area for FoundRae’s commitment jewelry and one-on-one appointments.

Hutchens says she decided to open a full store in London following the brand’s successful partnership with Liberty London, the luxury department store that started selling FoundRae jewelry in mid-2025.

For its Mayfair store opening, FoundRae also commissioned a black cab and wrapped it in cherry red along with the brand’s name and pictures of its jewelry, taking it around the neighborhood to encourage new customers to stop in.

Hutchens opened her first store in New York City’s SoHo neighborhood in 2018, and that is where she created her overall store concept of putting her jewelry amid shelves of her favorite books and collectibles. In 2025, FoundRae was honored with the Gem Award for jewelry design.

Top: Beth Hutchens recently opened her latest FoundRae boutique in London, the brand’s ninth location. (Photos courtesy of FoundRae)