Mawi: New in Shoreditch

The Mawi brand has been steadily making a name for itself over the last ten years, garnering fans in the fashion and celebrity worlds alike of their exclusive statement designs and one-off pieces. Its aesthetic is influenced by everything from vintage gems to tribal jewellery, and it is this that makes Mawi’s appeal so broad.

Old and young appreciate the tongue-in-cheek approach to jewellery design and celebration of individuality. You can already find the brand in some of the world’s trendiest and most exclusive boutiques and department stores.

Considering its quirkiness and irreverent attitude, it makes sense that Mawi would choose to open their flagship standalone store in London’s designer haven, Shoreditch. Last week saw the opening party of the shop just off Arnold Circus, and true to the Mawi ideal, it was transformed into a kind of adult fairground.

Inside the gumball machines that lined the interior were pieces from the new Mawi line, glittering among old-fashioned sweets like buried treasure. Maddox, who had formed a pop-up bar, provided cocktails while popcorn and sweet treats were being distributed to East London’s fashion crowd.

But beyond the cheerful novelty of the opening party theme lies a serious side to this innovative and exciting jewellery brand. Among the bright colours and playful shapes can be found bold and sophisticated design, often in a more subdued palette, which shows Mawi’s power to cater to a discerning customer looking to add to their collection.

Fine Costume, its fashion-forward line, is made up of structural and futuristic pieces that draw much influence from modern architecture and machines. The Dynamite range, while not exactly minimalist, uses more muted colours for those who balk at the saccharine sweetness of the Candy Luxe collection.

In contrast, the Heirloom line is Mawi’s own unique twist on an aristocratic aesthetic. The look is more old-fashioned than Fine Costume, but an original reworking rather than a repeat, adding elements of punk to antique designs for a very British take on fine jewellery. Think the royal family meets the Sex Pistols – a marriage of historical heritage and popular culture. The Gypsy Rani and India Rose lines, also within the Heirloom family, examine more cultural heritage, this time looking further afield for inspiration.

For those who didn’t make it to the opening, the funfair theme will remain in the Mawi store for a couple of weeks, after which order and minimalism will be restored. However, the aim is for 11 Calvert Avenue to act as a shop-cum-gallery for the brand, so expect more installations and instore themes to emerge in the future.

Mawi London
11 Calvert Avenue
Shoreditch
London
E2 7JP

Tel: 020 7923 1414