There’s a new star on London’s Grafton Street as innovative jewellery house Kat Florence throws open the doors to its Mayfair store this October. Customers can expect all the quality the prestigious address suggests, but with a twist of originality that promises to shake up the world of fine jewellery. EAUX discovers more…

Specialising in working with rare jewels in a rainbow of vibrant colours, the London store will showcase the unique and vivid Kat Florence style in a fresh and original space.

Despite its luxurious location, the Kat Florence store is nothing like a traditional, intimidating high end jeweller. Instead it has the feel of an atelier, where customers are invited to come in and learn about the process that transforms rough gemstones into vibrant jewels.

Experts will visit the store each month to offer exclusive insight into the previously closed world of fine jewellery. Cutters, setters and designers will host sessions to explain how their skill plays a part crafting the perfect piece. The first will be renowned Israeli gem cutter, Dror Zaki, who will explain how the precision and choice of cut is the key to unlocking the multifaceted beauty of a jewel.

The motivation behind opening the London store was to create a space where customers could gain a deeper understanding of the craft that lies behind each piece and develop a real, emotional connection with the jewels.

‘Choosing jewellery is an intimate and personal experience. You need to feel that moment of desire to own a jewel, to connect with it and know it genuinely expresses your individual style and personality. Once you hold it in your hands, that’s the moment when everything changes. That’s why it was so important for me to open the London store so that people can touch, feel, see and experience my pieces. It is the only way to truly appreciate the enchanting natural beauty of these rare gems’, explains founder Kat Florence.

The Exquisite Collection perfectly sums up the Kat Florence philosophy. Spectacular rare stones from around the world are transformed into dynamic, modern and wearable pieces. Deep violet Tanzanite, soft pink Morganite and electric aquamarine Tourmaline sourced from around the globe are set with Kat Florence signature flawless D grade diamonds, to create a vibrant and imaginative collection of rings, earrings and necklaces.

This mix of pure class with an original twist is personified by actress Sarah Jessica Parker who is partnering with Kat to collaborate on future collections and models the Kat Florence Exquisite Collection. SJP is feminine, elegant and effortlessly stylish whether in jeans and a t-shirt on the school run or in a ball gown on the red carpet, making her the ideal ambassador for this elegantly original new brand of jewels for modern women.

For more information about Kat Florence visit and follow her passion for life on Instagram and Twitter. The store can be found at 13a Grafton Street, London, W1S 4ES.