Why Liberty’s New Jewellery Gallery Changes the Way We Shop

Liberty’s new Fashion Jewellery Gallery begins with a simple and rather appealing idea: the customer does not need to arrive with a particular brand in mind. Instead, the first-floor space invites a more instinctive kind of discovery, bringing together 37 international designers in an edit shaped by personality, creativity and the pleasure of finding something unexpected.

With eight brands new to Liberty and 11 retailer exclusives, the gallery reflects how jewellery is being worn and collected today. Customers are mixing designers, metals, price points and generations of pieces to create combinations that feel entirely their own. Liberty has responded with a space centred on personal style, informed guidance and the freedom to explore.

A personal edit rather than a brand counter

Traditional jewellery departments have often asked customers to move from one branded counter to another. Liberty’s new gallery has been designed around a more fluid experience.

Its team offers advice across the entire selection, helping customers style, layer, gift and collect pieces without being limited to one label. The approach takes inspiration from Liberty’s Fragrance Lounge, introduced in 2024, where impartial guidance replaced the expectation that shoppers should already know which house or scent they wanted.

For jewellery, this feels particularly relevant. A ring may be chosen to sit beside an inherited piece. A sculptural earring might transform an otherwise familiar outfit. Gold and silver no longer need to occupy separate wardrobes, while fine, demi-fine and fashion jewellery are increasingly worn together.

Ruby Beales on the new gallery.

“Jewellery is one of the most personal categories we buy, and increasingly our customers are looking for pieces that reflect their individual style rather than simply following trends. The Fashion Jewellery Gallery was created in response to that shift, bringing together a carefully curated edit of contemporary designers from across the globe in a space dedicated to discovery, styling and expert guidance.

“What’s particularly exciting is the breadth of voices represented, as emerging designers sit alongside much-loved Liberty favourites. Ultimately, The Fashion Jewellery Gallery is about helping customers discover pieces they may not have been looking for, but fall in love with nonetheless. That’s always been at the heart of the Liberty experience.”

Ruby Beales, Jewellery Buying Manager at Liberty

Ruby Beales, Jewellery Buying Manager at Liberty, whose vision shaped the new Fashion Jewellery Gallery

The gallery gives that idea a physical form.

Jewellery moves closer to fashion

Placing the gallery on the first floor, near Liberty’s designer and contemporary womenswear, is significant. It positions jewellery as part of getting dressed rather than as a purchase reserved for an anniversary, engagement or formal milestone.

The ground-floor jewellery hall remains the destination for fine jewellery and precious investment pieces. Upstairs, the emphasis shifts towards expressive, wearable design: pieces selected for their character, styling possibilities and ability to become part of everyday life.

That distinction does not make the new gallery less considered. It makes it more responsive. Liberty reports that jewellery sales have risen by 20 per cent year on year, driven by gifting, exclusives and demand for distinctive design. Customers are investing in pieces with personality, even when they are buying for themselves.

Inside Liberty’s new Fashion Jewellery Gallery, where contemporary jewellery is presented alongside intimate consultation and styling spaces

A gallery of different voices

The selection moves easily between familiar Liberty names and designers that may still be discoveries for many customers.

Copenhagen-based Kinraden brings a spare, architectural sensibility influenced by modern art. Antwerp duo Wouters & Hendrix offers jewellery with a surrealist wit, turning unexpected cultural references and everyday forms into highly individual pieces. Gas Bijoux carries the colour and warmth of the French Riviera, where the house has produced jewellery since 1969. Carrie Elizabeth, meanwhile, offers a contemporary approach to gemstones and accessible luxury.

Wouters & Hendrix’s arrival is particularly noteworthy. It's Liberty space is the designers’ first permanent store presence outside the Benelux region, while Gas Bijoux is opening its first shop outside France. The gallery also includes ten individual shop-in-shop spaces positioned around its perimeter. 

Elsewhere, established names including Vivienne Westwood, Shaun Leane, Alexis Bittar, Alighieri, Missoma and Alex Monroe create connections between British design, international fashion and the independent spirit for which Liberty has long been known.

The breadth is the point. The edit allows an Alexis Bittar statement piece to sit within the same conversation as the mythology of Alighieri, the naturalism of Alex Monroe or the polished modernity of Jenny Bird.

Kinraden’s dedicated space within Liberty’s new Fashion Jewellery Gallery showcases the Copenhagen jeweller’s architectural designs

Service becomes part of the pleasure

The gallery also acknowledges that good jewellery retail involves time. A dedicated consultation area creates space for conversation, accompanied by refreshments, while a separate gifting counter makes the practical side of choosing and presenting a piece feel considered.

Purchases can be accompanied by Liberty-print fabric dust bags, coordinating cleaning cloths, handwoven envelopes and handwritten affirmations. Personalisation and experience also enter the mix: The space includes a Missoma welding service and personalised jewellery boxes from Daisy London. 

These details matter because they restore a sense of occasion without introducing unnecessary formality. Jewellery remains emotional, whether it marks a major event or simply captures a particular mood on an otherwise ordinary afternoon.

The value of discovery

Ruby’s most telling observation is that the gallery should help customers find pieces they were not searching for but fall in love with nonetheless.

That idea reaches back to Liberty’s original appeal. The store has always balanced the authority of a buyer’s eye with the thrill of the unexpected. Its strongest departments do not feel like comprehensive directories. They feel edited, opinionated and full of objects that reward closer attention.

Online shopping is excellent at locating something already desired. A physical gallery can perform a different role. It can introduce a texture, designer or idea that had not yet entered the customer’s vocabulary.

That may be the clearest reason for Liberty’s investment in a second jewellery destination. The new space treats curation, conversation and discovery as valuable parts of the purchase itself.

Gas Bijoux brings the colour and warmth of the French Riviera to its dedicated space in Liberty’s Fashion Jewellery Gallery

The Jewels Club Picks

From sculptural gold to softly coloured gemstones, these are the pieces that caught our eye in Liberty’s new jewellery edit.

Wouters & Hendrix

Gold-Plated Silver Embrace Cuff Bracelet — £2,540

A striking introduction to the Antwerp designers’ wonderfully unconventional point of view. The sculptural form gives the cuff presence, while its polished gold-plated finish keeps it elegant enough to wear well beyond an evening occasion.

View at Liberty

Kinraden

Sterling Silver Symmetry Stud Earrings — £400

Crisp, architectural and quietly distinctive, Kinraden’s sterling-silver studs are designed for the jewellery wardrobe that values restraint. Their clean geometry would look particularly good against a sharply tailored jacket or worn as part of a considered ear stack.

View at Liberty

Carrie Elizabeth

Sterling Silver Green Amethyst Lagoon Ring — £120

The pale green amethyst gives this silver ring its luminous quality. It is an easy way to introduce colour without overwhelming the hand and offers an accessible entry point into the gallery’s gemstone selection.

View at Liberty

Les Néréides

Gold-Plated Clover Drop Earrings — £215

There is a lightness and charm to these clover drop earrings that captures the more playful side of Liberty’s edit. Wear them alone to let the detail speak or pair them with a fine gold chain for a softly romantic combination.

View at Liberty

Ece London

22ct Gold Vermeil Anuket Ring — £330

Handcrafted in sterling silver with a 22ct gold-vermeil finish, the Anuket ring takes its inspiration from the ancient Egyptian goddess associated with the Nile. Its sculptural setting and cool aquamarine create a beautiful meeting of mythology, craftsmanship and colour.

View at Liberty

YSSO

18ct–24ct Gold-Plated Dionysus Cuff — £320

The Dionysus cuff has the confidence of an archaeological find viewed through a contemporary lens. Its substantial gold-plated form makes it a natural focal point: the kind of piece that can give a simple black dress or white shirt an entirely different character.

View at Liberty

The Jewels Club Take

Liberty’s Fashion Jewellery Gallery succeeds because it reflects the freedom with which jewellery is now worn. Old and new pieces share the same hand. Silver sits beside gold. A recognised name can be paired with an emerging designer chosen simply because the piece felt right.

The gallery offers the reassurance of Liberty’s eye without dictating a finished look. For modern collectors, that balance of expertise and independence may be its greatest luxury.

Discover More

Visit the Liberty Jewellery department to explore the designers featured in the new Fashion Jewellery Gallery.

Scroll the gallery below to see more of the new jewellery department