VASHI OPENS DIAMOND CONCEPT STORE IN LONDON’S PICCADILLY
“The Brave Make”
The Diamond Engagement Ring and Jewellery Made by You for The One
46 Piccadilly, London
The future of diamond jewellery shopping is unveiled this week, as leading retailer, VASHI, opens the doors to its eagerly anticipated concept store in Central London’s Piccadilly. Set across 1500 square feet and two floors, the disruptive new retail concept has turned the traditional jewellery retail model on its head by putting the customer centre-stage for the first ever deeply experiential proposition. Unlike existing diamond retailers, VASHI’s customers are encouraged to get truly hands-on creating their own rings and other jewellery with diamonds of exceptional brilliance and quality but at price levels substantially below equivalent Bond St and even High St pricing.
“By establishing our first concept store, we want to make you the heroes and heroines, the stars of the show, fully immersed in the incredible and hidden world of diamond jewellery, whether for the love of your life or for yourself – the whole experience is about you, not about us”, explains diamond expert Vashi Dominguez, Founder and CEO of the business established as an online retailer over 10 years ago.
“We are all about helping you to recreate the sort of raw, intense and pure emotion and overwhelming love that brought tears of joy to your parents’ eyes as you proudly presented your first love letter to them, drawn at school – a drawing that was of course treasured for life”.
The extent of the VASHI revolution is immediately clear. Its vibrant windows on Piccadilly showcase the magic and dramatic theatre of diamond craftspeople – the Alchemists – at work right alongside customers in a startlingly modern and disruptive store. The store design is unlike anything in the jewellery sector, with an incredibly engaging story line – even the door handle is crafted from exquisite kimberlite, the birthplace of diamonds deep within the Earth’s crust. Conventional practices are bravely debunked, with diamonds openly on display and accessible to customers instead of locked away behind glass. The atmosphere is disarmingly relaxed and friendly.
“We don’t really want to sell you what is on display – we always prefer you to handpick your own diamond, to play with them while you choose the one that appeals most to you, match this with your favourite setting – or even design it from scratch – and then put your own heart into making your ring, with us as your support crew”, commented Vashi Dominguez.
“Try doing that with existing retailers”, he added.
The VASHI Journey
A team of resident ‘Guardian Angels’1 and ‘Alchemists’2 are on hand to take you through the full sensory experience of “The Brave Make”3 . After honing in on a design and creating a digital mood-board, you get hands-on with dazzling three billion year-old diamonds, every one of which has been specifically selected for its exceptional brilliance by Vashi himself, until you find the perfect one for them.
Then it’s off into the amazing underworld of the VASHI diamond lab, where you sit right alongside your personal Alchemist at their bench as the Alchemist sets to work with state-of-the-art lasers, chemicals and flames to melt and form precious metal to encase your diamond. You are invited to roll up your sleeves and take part in the creation of your ring, polishing and setting your diamond yourself. Every step on your journey to creating this unique ring is captured as a personalised film to share on social, and as an impressive coffee table book to be shared with your loved ones.
Vashi Dominguez concluded: “I love you, I made this for you” will always win over “I love you, I bought this for you” because you have invested heart and soul into creating your own unique and very intimate symbol of your love”.
VASHI is located at 46 Piccadilly and is open 7 days a week.
#THEBRAVEMAKE #THEONE #BETHEHERO #BETHEHEROINE #FEELTHELOVE #YELLHELLYES
Media information To arrange a visit to the concept store, or for more information, images, clips or interview requests please contact Connor PR:
Siobhan Connor +44 7966 177025 firstname.lastname@example.org
Hayley Hamburg + 447799 714727 email@example.com
Vashi is a leading diamond jewellery multi channel retailer. Based in London but selling worldwide as Vashi.com, the business has grown rapidly over the past 10 years by focussing on on-line customisation of jewellery with diamonds of exceptional brilliance but at accessible pricing. In 2017, Vashi has intensified its special fully-immersive approach to personalisation, opening a ground-breaking concept store at 46 Piccadilly in London, where customers get directly involved hands-on in creating their jewellery, from selecting their own diamond all the way through to setting the gem with the help of the resident Alchemists. Vashi also operates a popup store at 13 Grafton St, just off London’s Bond St.
1 About The Guardian Angels
The ultimate wingmen and wingwomen for the purchase experience. Vashi Guardian Angels are there to offer a guiding light to the customer, The Hero, taking them through the choices, akin to a personal shopper.
2 About The Alchemist
The Alchemist is the ultra-skilled magician behind the craft that is personalised jewellery – their excellence of craft can bring any idea to life, creating the ultimate expression of love.
3 About The Brave Make
The overarching marketing creative for VASHI focusses on a robust new brand identity: “The Brave Make” and “The One”. Each of these battle cries targets the notion that a gift into which you have invested real personal effort and thought will always trump a comparable gift bought off the shelf, whatever the price.
Connor PR expert in Luxury PR, Connor PR working with VASHI, Connor PR expert in lifestyle PR
I was asked to compere the annual Shrewsbury School Charity Fashion Show which took place a few weeks ago. Organised entirely by A level students at Shrewsbury School and now in its 6th year, the show raised £3000 for Brain Tumour UK and Ethiopiad which is a fantastic achievement. I also met the fabulous Jeans Woods Since who you may recognise after her appearance on Channel 4’s Fabulous Fashionistas, a documentary about stylish older women.
SHREWSBURY SCHOOL PRESS RELEASE ____________________________________________________________________
Runway ready – Shrewsbury School’s Charity Fashion Show prepares for take-off
Organised entirely by A level students at Shrewsbury School, the 6th gala Charity Fashion Show takes place at the School on Saturday 4th October.
Lead organiser Georgia Bruce, aged 17, is putting into place the final touches to what promises to be a hugely entertaining evening for audience and participants alike.
“We are hoping to raise lots of awareness and money for Brain Tumour UK and Ethiopiad whilst creating a fabulous night of fashion that also helps to support local businesses and boutiques.”
“We’re thrilled with the wonderful response we’ve had from local shops. We’re really looking forward to showing off some gorgeous clothes from the autumn collections at Templeton Jones, Jones, Chequers, EA Jones Vintage. Harry Mundy, an former pupil here is bringing a sample of his collection of Saville Row tailored suits. We are so excited to be able to wear jewellery from Boodles.”
“We’ve also been given some fabulous raffle prizes and we’re extremely grateful to everyone who has donated. In honour of the Fashion Show we are giving a beautiful bouquet to the ‘Best-Dressed Lady’ of the evening”
Georgia has lined up 15 fellow students – boys and girls – to model the outfits. Students will also be providing musical entertainment during the interval, while others will be busy behind the scenes, building the catwalk and controlling the sound and lighting.
Adding an extra glamorous sparkle to the event, Georgia is delighted that the evening will be compered by local PR guru and lover of fashion, Siobhan Connor, Director of Connor PR.
The students of Shrewsbury School hope to raise more than £2,000 for Brain Tumour UK and Ethiopiad. _________________________________________________________________________________
Notes to editor: For further information and images, please contact: Annabel Warburg, Website and Press Manager, Shrewsbury School firstname.lastname@example.org tel. 01743 280522 / 07800 571174 www.shrewsbury.org.uk
‘The Only Way Is Essex’ TV Star Ferne McCann to launch St Nicholas Café, Bar and Spa in Shrewsbury, Shropshire
Ferne McCann, star of ITV2 show TOWIE, will officially launch the opening of St Nicholas Café, Bar and Spa on Tuesday 13th May.
Ferne joined the BAFTA-winning TV show in 2013 and became an instant hit with the press and public. Since joining the show Ferne has impressed with her refreshingly honest personality, humour and feisty ways. She’s a stunning and stylish addition to the show who doesn’t hold back with her opinions.
Ferne’s fashion is also gaining her recognition – she launched Ferne With Lasula in December 2013 and her second collection has recently been released.
Ferne kicked off 2014 as the new face of Caprice’s lingerie collection ‘By Caprice‘ and later in the year she will be going back to her hair styling roots and releasing a new hair colour range.
Shrewsbury’s Tootsies Beauty Retreat owners, Stephanie and Ben Smith, are the team behind Shrewsbury’s first Moroccan inspired Day Spa.
Located in the heart of Shrewsbury within an old converted church, St Nicholas dates back to 1865. Their philosophy fuses ancient expertise with modern innovation. A concept echoed throughout the contemporary Spa, bringing together the hugely beneficial rituals of Moroccan wellness and grooming, including Hammam, Rhassoul and Salt-Infused Steam Room experiences, with scientific advances in skin care and products to deliver tangible results.
Stephanie Smith said: “We’re delighted to have Ferne open St Nicholas, she’s fun, fashionable and is a great ambassador”.
St Nicholas Spa will be using the famous La Sultane de Saba range – a concept based on the ancient and precious beauty ritual of oriental women, which is transmitted from mother to daughter and from generation to generation. Through its authentic and original products, its thousands of flavours and colours, La Sultane de Saba has the vocation to make you dream and let you travel, discovering faraway horizons, towards the lands of the sun, where body and spirit come back to the essence of relaxation and wellness.
Stephanine Smith, Director of St Nicholas said: “We chose La Sultane de Saba not only for the quality of products and treatments but as a brand that clearly stood apart as offering something truly different and remarkable. Providing memorable experiences and a place where people wanted to return to was really important for us”.
La Sultane de Saba brings age-old remedies back to life. A combination of high-quality, pure, natural ingredients, which harness the powers of plants and spices, are used alongside specialist techniques to create exceptional treatments that heal mind and body. Therapists at St Nicholas Spa have been trained to mix and blend these recipes to offer customised treatments to suit individual needs. La Sultane de Saba products are made using rare and precious essences. The products are free from parabens, not tested on animals and do not contain any animal ingredients. All products adhere to strict laboratory testing.
In addition to the luxury spa, St Nicholas boasts a newly-renovated café offering a range of drinks and a host of delicious food. There are also various options available for private hire – it is the perfect location for any even from birthdays and weddings to corporate parties or christenings.
St Nicholas, 24 Castle Street, Shrewsbury, SY12BQ, Shropshire
Media enquiries or to arrange a press trip: email@example.com / Tel 07966 177025
Photos from the event are available on request
It’s time to say down with cute and up with cool!
With such a fresh and welcomed approach to dressing kids, it’s no wonder Rockabye-Baby has been selected to showcase its clothes at House of Fraser’s POP at HOF – a pop-up at the flagship Oxford Street store. Following a competition organised by The Great Retail Revival Foundation, Rockabye-Baby was one of just ten small businesses selected from nearly 200 of the UK’s hottest new retailers in a sales event offering the winner a year’s concession at the store. Tattinger is sponsoring the event and people who buy any POP at HOF brands get a free glass of champagne!
Rockabye-Baby has a refreshing attitude and a motto to match – don’t give into mainstream cute. Owner and founder, Emma Parkes-McQueen, believes kids should be able to dress as individually as they think – scrap those stereotypes; crush those clichés. This bright and funky range of luxury cotton clothes for children up to the age of eight look fantastic, have a musical theme and are even packed in 10-inch record sleeves.
This great new brand has been given the chance to shout out to a wider audience – so whether the kids like a whiter shade of pale or a slightly purple haze, Rockabye-Baby has something to suit. Head to House of Fraser, Oxford Street, between Monday 12 May and Monday 26 May to get some of the latest fashion must-haves for kids.
Notes to editors:
Owner and founder of Rockabye-Baby Emma Parkes-McQueen is available for interview.
For all media enquiries please contact Siobhan@connorpr.com
firstname.lastname@example.org Tel 07966 177025
Following a competition organised by The Great Retail Revival Foundation, Rockabye-Baby was chosen as one the UK’s hottest new retailers to showcase its clothes at House of Fraser’s POP at HOF – a pop-up at the flagship Oxford Street store. The winner secures a year’s concession at the store. Tattinger is sponsoring the event and people who buy any POP at HOF brands get a free glass of champagne.
Twitter: : @RockabyeBabyLDN
@gr8retail #popathof @houseoffraser
KIDS Rock Out competition
Go into The House of Fraser Store on Oxford Street, London
Try on a Rockabye-Baby Item of Clothing
Show us your best Rock Moves and Rock Out
Take a pic, send it in to our FaceBook page in a private message with the little rockers name and email address https://www.facebook.com/RockabyebabyLDN
We will announce one winner on Sunday May 18th and another on Monday May 26th May
There will be two prizes2 x £100 vouchers each week.
Connor PR expert in baby fashion PR, Connor PR expert in fashion PR, Connor PR working with popathof, Connor PR working with the great retail revival
THE YOUTH REBELLION –AN ANTI-PINK AND BLUE PROTEST ROCKS HOUSE OF FRASER, OXFORD STREET
“Stand out from the crowd? Yes please!
Why is the crowd all dressed the same anyway?”
- We’ve learnt to walk – let us stand on our own two feet!
- We’ve learnt to talk – let us have a voice!
Gone are the days when children were seen but not heard – an electric group of future trend-setters were seen protesting on Oxford Street, London, over the weekend. Why? Because they are fed up with being told to wear boring stereotypical clothes! Lucky for them, a new label has come to town.
Anti-stereotype brand, Rockabye-Baby, has a fresh approach to dressing kids and a motto to match – don’t give into mainstream cute. Owner and founder, Emma Parkes-McQueen, believes kids should be able to dress as individually as they think and is spearheading the campaign ‘down with cute; up with cool’. This bright and funky range of luxury cotton clothes for children up to the age of eight looks fantastic and is not designed with ‘three-year-old-Daisy-who-only-wears-pink’ or ‘six-year-old-Max-who-loves-dragons’ in mind. With a musical theme to boot, they are cool clothes that crush clichés.
Just as toy shops have started to listen to the public about the need to scrap the signage of gender-specific toys, Emma believes the same should be said for clothes. Why do we feel the need to even define the sex of our children? Is it because we’re offended if someone thinks our boy is a girl? Is it because we’re worried they will stand out from the crowd?
The history of clothing is an endless read – from a 1918 trade publication stating that pink (the stronger colour) was right for boys and blue (the delicate and dainty option) was the one to dress girls in; to shops publishing charts about which colours were appropriate for which sex; jumping to 1940 when the colours were switched; and then the 1960s seeing a unisex comeback…
This great new brand simply focuses on cool – that’s unisex cool; across the board cool; appealing to all cool. It’s more than a brand. It’s a statement and one that is fun to get behind (and into). With an ethos that makes refreshing sense and a quality that is unrivalled, what’s not to love about this fresh new label!?
Following a competition organised by The Great Retail Revival Foundation, Rockabye-Baby was chosen as one the UK’s hottest new retailers to showcase its clothes at House of Fraser’s POP at HOF – a pop-up at the flagship Oxford Street store. The winner secures a year’s concession online. Champagne Taittinger is partnering the event and customers who buy any POP at HOF brands get a free glass to celebrate.
Notes to editors:
Owner and founder of Rockabye-Baby, Emma Parkes-McQueen is available for interview.
For all media enquiries please contact:
email@example.com / Tel: 07966 177025
Following a competition organised by The Great Retail Revival Foundation, Rockabye-Baby was chosen as one the UK’s hottest new retailers to showcase its collection at House of Fraser’s POP at HOF – a pop-up at the flagship Oxford Street store. The winner secures a year’s concession online. Champagne Taittinger is partnering the event; customers who buy any POP at HOF product get a free glass of champagne.
About House of Fraser:
House of Fraser is a department store group with 59 enviable locations across the UK and Ireland plus one dot.com concept store. As one of the best known names on the high street, House of Fraser has presented customers with an unrivalled nationwide department store for 165 years. The company announced the sale to Nanjing Cenbest on 12 April 2014 marking the exciting beginning for the company under Chinese ownership. The Group has annual sales of £1.2bn and employs 6,800 House of Fraser staff and 13,000 concession staff through 4.5 million sqft of selling space. Customers can shop at House of Fraser from http://www.houseoffraser.co.uk. During 2013, the Group opened its first international franchise store in Abu Dhabi.
@gr8retail #popathof @houseoffraser
Connor PR working with RockabyeBaby, Connor PR specialist in fashionPR