Jewelry designer Marla Aaron has officially launched her brand in the United Kingdom, opening her first permanent physical location in London. The store is situated inside Liberty, a renowned department store on Regent Street known for its distinctive design, cultural collaborations, and unique offerings.
Aaron’s shop-in-shop is designed to reflect her playful and rebellious approach to jewelry. The space showcases carved wooden animals hidden throughout the store, symbolizing the attention to detail and joy found in every corner of the department store—traits that make Liberty the perfect partner for Marla Aaron.
The decision to expand into London was a natural one for Aaron, who describes herself as an Anglophile. She has even created a “British Eccentricities” cuff, featuring 41 of her favorite British elements hand-engraved in rose gold.
The new space at Liberty’s jewelry hall brings the bold and maximalist spirit of Marla Aaron’s New York City showroom to London, featuring an expanded selection of jewelry. This collection includes exclusive pieces and objects designed to engage visitors and invite them to explore.
To further connect her London store with her New York City roots, Aaron is bringing a London-based team to New York to experience how Liberty’s store environment aligns with her brand’s vision.
Marla Aaron is also bringing its signature initiative, #lockyourmom, to the U.K. for the first time. The campaign, which began in the U.S. in 2015, celebrates Mother’s Day by giving away Baby Heartlocks—engraved locks that symbolize the challenges and triumphs of motherhood. This year, 200 Baby Heartlocks will be given away at Liberty, with the first 100 available for advance nominations by March 30. The remaining 100 pieces will be distributed by Aaron herself on Mother’s Day.
The opening of this shop-in-shop marks a significant milestone for Marla Aaron as the brand continues to expand globally, connecting with customers and adding a personal touch to its international presence. The brand is also present in the Middle East at That Concept Store in Dubai and plans further events at Bergdorf Goodman in New York City later in 2025.
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