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Foundrae Opens First Standalone Store Outside US
The New York-based jewelry brand has expanded overseas, opening a store in London’s Mayfair district.
Foundrae’s first international standalone store is located at 119A Mount St. in London.
New York—Foundrae has expanded across the pond with the opening of its first international standalone store in London’s Mayfair district.
The store is located at 119A Mount St. in London, a luxury retail destination with historic charm.
“London has always felt like a natural home for Foundrae, Mount Street in particular, with its roots in the 1700s and neighbors who’ve been there for centuries is that perfect mix of tradition and modernity that Foundrae embodies,” said Beth Hutchens, founder and creative director of Foundrae.
A library was the inspiration for the store’s design, with book-lined shelves styled alongside Foundrae’s chain wall, “Foundation” collection, and other collections across its 10 tenets.
Guests are invited to write their own stories and create meaningful heirlooms with the symbolism that Foundrae centers in its designs.
“With our new Mount Street location, the symbols will be the very first thing you see as you are walking by,” Hutchens said.
“Even through the front glass, you can see the large hand-painted cards that we created to describe each symbol embedded in the ceiling panels and then on the windowpanes leading to the interior garden.”
The store is located at 119A Mount St. in London, a luxury retail destination with historic charm.
“London has always felt like a natural home for Foundrae, Mount Street in particular, with its roots in the 1700s and neighbors who’ve been there for centuries is that perfect mix of tradition and modernity that Foundrae embodies,” said Beth Hutchens, founder and creative director of Foundrae.
A library was the inspiration for the store’s design, with book-lined shelves styled alongside Foundrae’s chain wall, “Foundation” collection, and other collections across its 10 tenets.
Guests are invited to write their own stories and create meaningful heirlooms with the symbolism that Foundrae centers in its designs.
“With our new Mount Street location, the symbols will be the very first thing you see as you are walking by,” Hutchens said.
“Even through the front glass, you can see the large hand-painted cards that we created to describe each symbol embedded in the ceiling panels and then on the windowpanes leading to the interior garden.”
The new store was designed to resemble a personal library, where books line the walls showcasing Foundrae’s collections.
Like all Foundrae locations, the brand’s tenet cards can be seen on the wall (left). However, this location features hand-painted versions adorning the ceiling as well.
Foundrae’s London store continues the brand’s use of symbolism through the new tenet card and medallion crafted exclusively for this location.
It uses the motif of a double cherry, which is native to the United Kingdom and represents an inseparable bond, close friendship, committed love, and good fortune.
It is also a reference to Shakespeare’s “A Midsummer Night’s Dream,” where Helena compares her friendship with Hermia to “a double cherry, seeming parted, but yet a union in partition.”
The “London” medallion uses the double cherry motif crafted from cabochon garnets in 18-karat yellow gold and accents them with diamonds.
This medallion retails for $8,500 and is only available in-store at Foundrae’s London location.
Foundrae’s exclusive “London” medallion in 18-karat yellow gold with 1.90 carats of cabochon garnets as the cherries and 0.46 carats of diamond accents is only available at this location ($8,500).
The “Double Cherry” tenet was weaved into the store’s design as one of the many oversized hand-painted symbol cards on the ceiling throughout the space.
It is also seen through the rich cherry-red palette used in the store.
The London store features a “Wild Cherry” garden hallway that leads from the main salon to the “Vertu” room.
This room is where the brand’s home goods offerings are showcased and where the bench jeweler and hand-engraver’s on-site atelier is located.
The Vertu room leads to the “United in Love” room, which is dedicated to showcasing Foundrae’s “United in Love” collection of commitment jewelry in an intimate space.
Foundrae has been in expansion mode, opening a store in Palm Beach, Florida, in October 2025 and one in Aspen, Colorado, in January.
The London store is Foundrae’s ninth location, joining a total of seven stores in Dallas, Miami, Los Angeles, and New York City.
The brand will continue to have its shop-in-shop within Liberty London’s jewelry department, which opened in June 2025.
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