Completedworks, the London-based design house founded by Anna and Mark Jewsbury, is poised to open its inaugural flagship store in early November on Chiltern Street in Marylebone. This expansion marks a significant milestone for the brand, which has primarily operated through wholesale and online channels for over a decade. Anna Jewsbury shared insights into the ambitious six-month timeline for establishing the physical retail space, emphasizing the intricate decisions involved in architecture, materials, lighting, and product presentation. The goal is to create an environment that authentically manifests the brand's identity, offering customers an immersive experience that goes beyond mere transactions. The choice of Chiltern Street reflects Completedworks' desire for a location that, like its designs, possesses a distinct character and fosters a sense of discovery, allowing patrons to explore its diverse offerings, from jewelry to homeware and even a basement workshop for behind-the-scenes glimpses and events.
Beyond its retail expansion, Completedworks has distinguished itself with an unconventional marketing strategy, transforming collection presentations into captivating live performances. This innovative approach, born from the inherent intimacy and small scale of jewelry, aims to spark broader conversations around each collection. Collaborating with writers like Fatima Farheen Mirza and Laura Waldren, the brand integrates compelling narratives into its shows, brought to life by acclaimed actresses such as Joanna Lumley, Dianna Agron, Debi Mazar, and Jemima Kirke. This method has not only garnered significant attention but has also enabled the brand to establish a unique identity within the fashion landscape. Although the brand temporarily paused its live performances during the recent London Fashion Week to focus on the store opening, Jewsbury indicated a strong desire to continue evolving this format, prioritizing truly exciting and impactful concepts over rigid adherence to a schedule.
The brand's success lies in its ability to infuse familiarity with a touch of the unexpected, creating objects that captivate and resonate deeply with consumers. By combining classic foundations with distinctive artistic elements, Completedworks consistently delivers designs that are both memorable and highly sought after. This philosophy extends to every facet of the brand, from its jewelry to its ceramic mugs, ensuring that each piece tells a story and provokes an emotional connection. This deliberate cultivation of desirability, coupled with a flexible and inventive approach to engagement, positions Completedworks as a forward-thinking leader in the luxury design sector, continuously pushing the boundaries of what a brand can represent.