HK fine jewellery brand debuts in London

Hong Kong-based fine jeweller L’Dezen is entering the London market through jewellery retailer Plukka, which will carry the pieces exclusively at its boutique in Burlington Arcade, according to a recent report.

Plukka is also stocking L’Dezen products exclusively at its Madison Avenue boutique in New York, which is scheduled for opening within the year, a report onWWD.com said.

“London is unlike other cities, which are keen to jump on all things new. You have to be more established, so I waited five years to enter the London market, to have enough experience and background behind me,” Payal Shah, the label’s founder and designer, was quoted as saying.

Shah described her customer as “a woman in her 40’s and very knowledgeable. She has already read about the brand or been to jewellery markets, so she is very specific about what she likes.”

The highlight of L’Dezen pieces are sliced diamonds and a variety of colours of 18-karat gold, the report said.