Inside the Liberty jewelry hall, the Marla Aaron shop-in-shop showcases the brand’s maximalist designs and carabiner clasps.
London—Marla Aaron has sailed across the sea as she expands her eponymous brand into the United Kingdom with her first physical location in London.
Her permanent shop-in-shop is located inside Liberty on Regent Street in London, a department store known as a global destination for directional design, cultural collaborations, and unique curation.
The store mirrors Aaron’s playfully rebellious approach to jewelry with its design, curation, and general tone, said the brand.
The brand highlights the carved wooden animals hidden throughout the store as a reflection of the joy and detail in every nook that makes this department store a natural partner for Marla Aaron.
It also notes the choice to land in London to Aaron being a self-proclaimed Anglophile who created her “British Eccentricities” cuff which features 41 of her favorite quintessentially British things hand engraved in rose gold.
The “British Eccentricities” cuff in rose gold
The dedicated space within Liberty’s jewelry hall brings the spirit of Marla Aaron’s New York City maximalist Diamond District showroom to Liberty, said the brand, along with an expanded selection of jewelry that includes exclusive pieces and objects designed to invite visitors to play.
To give her U.K. customer’s the full New York City experience, Aaron is employing and bringing the London team representing her brand to New York City to better understand how Liberty and the Marla Aaron brand intersect.
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Marla Aaron is also bringing its #lockyourmom initiative outside of the United States for the first time and to Liberty.
The initiative, celebrating Mother’s Day, began in 2015 with the brand giving away “Baby Heartlocks” engraved with an exclamation point to single mothers each year.
The exclamation point represents “the ‘!!!’ of motherhood,” said the brand.
As part of the #lockyourmom initiative, Marla Aaron is giving away 200 sterling silver “Baby Heartlocks” to single mothers for Mother’s Day.
With this Mother’s Day being the first time the initiative is in London, it will give away 200 Baby Heartlocks.
The first 100 pieces are available for advance nominations made at the Marla Aaron counter at Liberty. Children, friends, and families can nominate mothers through March 30, the U.K.’s Mother’s Day.
The additional 100 pieces will be handed out by Aaron at her Liberty shop-in-shop on Mother’s Day.
The opening of the Marla Aaron shop-in-shop is a major milestone for the brand as it continues to grow its retail presence and bring a personal touch to its international customers.
The brand also has a presence in the Middle East at That Concept Store in Dubai and has activities scheduled later in 2025 at Bergdorf Goodman in New York City.
