LONDON–A bustling street party erupted last night, as Mawi launched its first store, as well as a full funfair spectacle in the realms of East London.
Headed by Indian-born Mawi Keivom, who introduced her eponymous jewelry line in 2003 after working for Isaac Mizrahi, Mawi still maintains its quirky niche, yet is one of those jewelry labels you can actually find. Now, with the opening of its first flagship concept store in London’s Shoreditch, the label treads new ground, translating the creative spirit of the design onto the shop-floor with a set theme–this season’s being a fairground (carnival) filled with gypsies, candy and balloons.
And so with the first filtering rays of sunshine, the fashion crowd descended ready to revel in the fun and games (as well as prizes), tarot card readings, and street entertainment. Inside the boutique store, vibrant art deco, jewel-adorned statement necklaces and pearl embedded cuffs lay on teddy bears in play ball machines for a casual take on luxe jewelry.
The carnival atmosphere continued into the night with a DJ set by Daisy Lowe, where cookie lollipops, popcorn and slushy cocktails embraced the notion that “fashion should be fun,” and true to Mawi’s spirit it was, as every attendee was enveloped in the glittery merry-go-round of Mawi’s jewels.
Anyone can join in the Mawi carnival festivities, too. The store’s fairground installation will stick around for the next two weeks, with a new theme popping up every few months.
11 Calvert Avenue, E2. mawi.co.uk.