Italian fine jewellery brand Atelier VM has officially opened its first UK flagship store in London’s prestigious Burlington Arcade. This marks a significant milestone for the brand, which has steadily expanded its presence in the UK since entering the market in 2018 with a dedicated counter in Liberty London.
Situated in Mayfair, the 401 sq ft boutique at House 5 of Burlington Arcade offers a refined and intimate space for customers to explore Atelier VM’s handcrafted jewellery collections. Known for its minimalist yet romantic designs, the store features a striking Murano glass chandelier, crafted by Milanese artists 6:AM, to highlight the brand’s Italian heritage.
“Atelier VM has found a new home, a new place of the heart, small, precious and full of stories: a real jewel.”
Founders Marta Caffarelli and Viola Naj Oleari
A Unique Retail Experience
The new store invites visitors to immerse themselves in Atelier VM’s world, offering exclusive access to their L’Essenziale welded jewellery collection and other innovative designs. The interior balances elegance with functionality, incorporating a hidden draw feature to allow discreet exploration of the wider collection. This design ensures that main display counters remain minimal, providing a focused showcase of select pieces.
Celebrating Atelier VM’s History
A dedicated archival space downstairs highlights the brand’s journey, displaying jewellery pieces dating back to its founding in the mid-1990s. These rare, handmade designs by Caffarelli and Naj Oleari are complemented by an art installation, featuring elements from a Milan exhibition commemorating Atelier VM’s 25th anniversary.
Burlington Arcade: A Luxury Destination
Trupti Shah, Commercial Director at Burlington Arcade, commented on the addition of Atelier VM:
“We are excited to welcome Atelier VM to Burlington Arcade, a brand that embodies the spirit of refined minimalist elegance and artisanal craftsmanship. Atelier VM brings a fresh, contemporary take on fine handcrafted jewellery that will resonate with both our local and international clientele. Burlington Arcade continues to evolve while preserving its rich heritage, and having Atelier VM join the vibrant mix of prestigious brands we house offers our visitors a new and distinctive experience.”
