Diamond jewellery brand VASHI opens in Selfridges Birmingham

Diamond jewellery brand VASHI opens in Selfridges Birmingham

Diamond Jewellery brand VASHI is delighted to announce the opening of its new store in Selfridges Birmingham at the Bullring. The innovative jewellery brand is now available at all Selfridges’ locations in the UK with customers already being welcomed in Selfridges, London and in two Manchester locations.

As of 1 November, VASHI invites Birmingham customers the opportunity to experience its innovative offering in customisable diamond jewellery, in time for the busy festive season.

VASHI presents an alternative to traditional boutiques, offering clients a truly personal yet relaxed and easily accessible experience. Assisted by craftsmen, known as Alchemists, customers create their own piece of jewellery in-store, from initial design through to diamond and stone selection and setting. The process allows customers to explore not only craft and innovation but also to create a truly unique and deeply meaningful piece. Driven by the notion of “I made this for you”, the VASHI experience is designed to be as individual as the wearer.

The VASHI store at the Bullring occupies 700 sq ft on the fourth floor of Selfridges Birmingham, situated amongst some of the world’s leading luxury bands. Clients of VASHI at Birmingham can expect a full immersion in the creation process of a customised or bespoke piece of diamond jewellery. The jewellery is transparently showcased, encouraging customers to engage with the product. Alchemists are positioned centrally at the Diamond Bar where the customisation process is brought to life.

As part of your experience with VASHI you can take home your own Love Story – a personal keepsake in the form of a box and mini film containing photographs captured from your jewellery making journey, as well as images and anecdotes hand-picked by you, celebrating key relationship moments. Share your Love Story with friends and family or treasure it in a secret place just for you.

VASHI launches a new diamond choker necklace, exclusive to Selfridges. Sitting beautifully around the neck, the choker is adorned with over 300 round brilliant diamonds and features an interconnecting ‘V’ design. The necklace is available in platinum, 18 carat white, yellow or rose gold and can also be customised to feature any combination of these per the customer’s preference. At VASHI Selfridges, the customer can get involved with the creation process of this exclusive piece together with a VASHI Alchemist and even take part in setting their diamonds.

Vashi Dominguez, Founder and CEO, VASHI, comments: “The opening of our new store at Selfridges Birmingham now completes our roll-out of the VASHI brand across all Selfridges locations in the UK. We are thrilled to be able to bring our unique customer experience to Birmingham. This thriving and vibrant city is the perfect place to introduce customers to VASHI and allow them to create their own personalised jewellery.”

Sam Watts, General Manager, Selfridges Birmingham comments: “At Selfridges, we always try to add an element of surprise to elevate the shopping experience. Each new brand that joins our luxury lineup must be unique in its offering and VASHI is sure to add that extra bit of sparkle to Selfridges Birmingham. Whether you are buying a Christmas gift for a loved one or an engagement ring for the one, I can assure you that VASHI diamonds will be more than just a girl’s best friend.”

VASHI is open now at Selfridges, The Bullring Upper Mall East, Park St, Birmingham B5 4BP