Candy Store Memories Inspire London Flagship of Loquet

By Karen Dybis | December 19, 2023

Talk about an anniversary gift. To celebrate her 10th anniversary in business, Sheherazade Goldsmith opened a flagship boutique in London for her fine jewelry brand, Loquet.

The space at 73 Elizabeth St. in London formerly held Loquet’s pop-up shop. Goldsmith, Loquet’s creative director, supervised its massive renovation alongside architect Richard Moore. Its December grand reopening as a permanent store coincides with the commemoration of Loquet’s first decade in business.

“Celebrating 10 years in business, I really wanted to create a space that fully embodied the brand, bringing the world of Loquet to life. When clients walk into our new shop, they are immediately immersed in the ethos and DNA of Loquet. It feels special and nostalgic, just like our jewelry,” Goldsmith says.

Loquet boutique — *Soft pink and pops of blue in the newly redesigned Loquet store recall the colors inside a candy store from brand founder Sheherazade Goldsmith’s childhood.*

Interior design is one of Goldsmith’s passions, so she had a hand in all the decor inside the new flagship. She says the space was inspired by her childhood memories of a candy store she used to visit with her grandmother. The boutique’s main artwork, one of Damien Hirst’s iconic Spot paintings, reminds Goldsmith of those classic candy buttons on white paper.

Bespoke lighting fixtures in the Loquet shop were created by designer Helle Mardahl. Their pastel pink and warm beige hues nod to Goldsmith’s memories of the candy store’s glass jars filled with sherbet-colored treats.

The store’s exterior has an awning in poppy red, Loquet’s signature color. Inside, the white walls are meant to be both simple and elegant. Display cases were custom-made in solid pink and green onyx marble, and Goldsmith says she added light blue to the color scheme through velvet seating and stools.

Loquet flagship — *Helle Mardahl’s circular lighting installation along with whimsical artwork add to the individualistic and joyful theme of the Loquet boutique.*

She also wanted the decor to represent the materials and design elements she uses in Loquet jewelry—the basket weave flooring pattern, for example, imitates the faceted crystals in Loquet’s charm bracelets and Victorian lockets.

“I felt Helle’s use of color and glass—the way it plays with light—was indicative of our jewelry,” Goldsmith says. “The onyx marble was also hand-picked for its individual markings, with no two pieces alike, just like we do with gemstones. It has a reflective quality about it that perfectly complements Helle’s pieces.”

The 10-year anniversary also brings a rebranding effort for Loquet, which Goldsmith says centers on the company’s five core values: craftsmanship, individuality, ingenuity, authentic intimacy, and a joy for life.

Top: Sheherazade Goldsmith, creative director of Loquet London, transformed her jewelry brand’s pop-up shop to a permament store. (Photos courtesy of Loquet London)

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