Jewelry brand FoundRae has opened its first store outside the United States, setting up a flagship in London's Mayfair district. The move, led by founder Beth Hutchens, capitalizes on a surge in international demand and follows the label's successful pop-up within the historic Liberty department store.
The new space, located on a quiet street off Bond Street, was chosen for its blend of old-world charm and contemporary energy - a duality that Hutchens says mirrors the brand's own aesthetic. FoundRae is known for handcrafted pieces that mix antique coins, gemstones, and personal talismans, and the London shop will carry the full collection alongside exclusive designs.
Hutchens noted that the brand had built a loyal British clientele through Liberty, and that opening a permanent store felt like a natural next step. The London flagship is designed to feel more like a private salon than a retail space, with velvet seating, vintage furniture, and a back room for private appointments. FoundRae plans to use the location as a launchpad for further European expansion, though Hutchens declined to name specific cities.
Originally reported by WWD