Store of the month: Mawi
Beyond the crowded hustle of Old Street, London, Mawi’s first store nestles in Calvert Avenue, a haven of calm for the fashionista of Shoreditch and where a cosmopolitan cafe culture has spilled out onto the street.
As a brand, Mawi has been based in east London for 10 years and the launch of its first store, which opened in April, has been a long-term goal for the jewellery house. “It gives us
the creative freedom to control our own retail environment, merchandising and branding,” says designer and owner Mawi Keivom.
“It also gives us the chance to understand our customer better. It’s a great moment for us as a brand and it feels like the perfect time to venture into this.”
Choosing the location for the brand’s debut store was a no-brainer for Mawi. “The creative buzz, the environment and the mix of cultures have helped shape and define the brand,” says Keivom. “It made sense to open our first flagship in the neighbourhood that’s embraced us and allowed us to flourish.”
With the same flair synonymous with Mawi jewellery, the Shoreditch shop combines the contemporary with the traditional. The decor features art deco lines, Versailles parquet flooring, and vintage Asprey & Garrard cabinets, alongside bow-fronted, 1930s display units.
The parquet flooring is Keivom’s favourite design element. “My husband [and Mawi managing director] Tim insisted it was the only floor he would consider,” explains Keivom. “It was expensive but totally worth the money. It will age beautifully and will gain character over the years. It also adds that touch of old school glamour and tradition.”
These finer details may have been somewhat missed at the store’s opening, when, under strings of coloured lights and vintage-style bunting, guests enjoyed a fairground theme that embodied Keivom’s fun and creative personality. Tarot card readings, pink meringues and Mawi snow queen vodka cocktails proved popular among the celebrity-peppered guests. The event set the scene for what is likely to be a colourful future for the shop.
“It’s a one-stop destination where our fans can get the complete Mawi experience,” says Keivom. “We will be selling archive pieces, current season, one-off bespoke items, Mawi collaborations, as well as vintage and antique jewellery that I have handpicked from my travels. We are also relaunching our men’s line, called Sir, which we will be retailing from the shop.”
The Mawi store is in keeping with the individual style embraced by the Shoreditch crowd and its antique minimalism lets the statement pieces of jewellery do the talking.
● Address 11 Calvert Avenue,
Shoreditch, London E2 7JP
● Tel 020 7923 1414