Spain’s PdPaola to open first international store in London

Spanish jewellery brand PdPaola is opening its first international store on Thursday with the debut of its previously flagged boutique in London’s Covent Garden.

The label is already available internationally through multibrand stores, but the company wants to expand its directly operated retail network outside of its domestic market. It has chosen the UK as its first stopping off point with the new store to open at number 18 Floral Street.

It’s a strong premium and high-end fashion and beauty enclave in the heart of tourist hotspot Covent Garden and features an interesting mix of names such as Paul Smith, Ganni, Diptyque, Ted Baker, APC, Radley, Agnès B, Rails and more.

Although this is the first international standalone store, the company has previously opened a UK pop-up inside Selfridges in Birmingham. It also opened more stores in Spain last year.

The company said the design of the new location “keeps true to the brand’s aesthetic of effortless sophistication. It is a space to discover the brand’s universe and iconic pieces, including the latest drops and signature collections such as Letters, Charms or the Fine Jewelry line” that uses 18K gold and lab-grown diamonds.

The Barcelona-based company was founded in 2014 by siblings Paola and Humbert Sasplugas. Now available through 2,000 stores in 10 countries, it recently struck a major deal with Zales for sales in the US.