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.

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