From October 25 to November 21, holiday shoppers will be able to check out the fine jewelry pieces from La Maison Couture up close at the ethical boutique’s newly launched pop-up site in the heart of the prestigious luxury department store Selfridges.
Having successfully launched online at Selfridges, La Maison Couture now joins forces with the internationally renowned shopping destination as part of its Project Earth sustainability initiative, to champion fine and fashion jewelry brands with a positive impact and change the way we shop.
Located directly opposite Dior and Prada, the much-anticipated pop-up is situated on the ground floor in Selfridges’ Luxury Accessories Hall, and will showcase a curated selection of ethical jewelry brands to help promote transparency, responsible production and encourage customers to “buy better”.
Following over a decade of retail activism — from banning fur in 2005 to phasing out plastic-based cosmetic glitter in 2021, Selfridges launched its thought-provoking Project Earth initiative in 2020 during the pandemic. Through Project Earth, Selfridges commits to pioneering new retail models and experiences such as circularity, fashion rental and repair; ensuring the most environmentally impactful materials used throughout the business come from certified, sustainable sources by 2025; and generally putting longevity, creativity and sustainability at the heart of the business.
With over 30 years of expertise and experience in luxury retail (think Browns, Harvey Nichols, Joyce HK and Harrods) and a commitment to sustainability, La Maison Couture’s founder Tania McNab gravitates towards contemporary and niche designer jewelry brands with responsible sourcing and sustainability as a core priority.
Acting also as a mentor and assessor for the University of Cambridge Institute of Sustainability Leadership, McNab speaks of her brand’s partnership with Selfridges: “Being part of the Project Earth edit is a great opportunity for La Maison Couture. We are pushing the boundaries to source and promote new global brands with sustainable focus. These responsible jewelry designers, using ethically sourced or recycled materials, have a positive impact on social and environmental change. They, and we, are using jewelry-making to change lives in communities and to encourage us to re-think the way we shop.”
The La Maison Couture brands launched in store includes, amongst many others, Makal, whose founder pioneered zero-waste extraction and chemical-free processing in gold mines and who only use gold from certified Fairtrade or responsible sources; Myriam Soseilos, who works using only Fairtrade or recycled metals including gold and silver; Selda Jewellery and Ro Copenhagen, whose exquisitely hand-crafted collections support local communities in Turkey and Thailand respectively.
Several personal favorites include the Sophie Theakston Large Garland 18ct Yellow Gold and Diamond Necklace (£2,200), Ro Copenhagen Rock 18ct yellow-gold and 0.243ct diamond ring (£1,940), and Selda Jewellery Evil Eye 14ct rose-gold, 0.08ct diamond and enamel single hoop earring (£660).