The 10-year-old footwear label opened a Mayfair store as it expands into new categories.

After signing the lease for her new Clifford Street flagship in London‘s Mayfair, Jennifer Chamandi discovered a fortuitous connection. Almost a century ago, the space housed a shoe shop.

Now, the founder and designer, who is marking the brand’s 10-year milestone, is making her first foray into retail with the new boutique — in a strategic spot below Chamandi’s bespoke atelier, “The Apartment,” which opened two years ago.

The location, close to Bond Street and Saville Row, positions the brand — known for its timeless styles and “eye of the needle” design — in a prime London location. Chamandi said she can now tell the “full story” as she showcases bags, belts, small leather goods, as well as her bespoke and bridal collections.

“For me, that direct connection is invaluable. You learn so much when you are physically present with your customer,” she said.

Chamandi, who built her business with wholesale partners including Net-a-Porter, Bergdorf Goodman, Harrods and Level Shoes, understands that opening a store is a “huge commitment, particularly in today’s climate.”

“But I also see that independence as one of our greatest strengths,” she said. “We can be agile, listen to our clients and react quickly. Most importantly, we can create an experience that is entirely our own.

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