Yoko London relocates Selfridges boutique to ground floor hall

Luxury pearl jeweller Yoko London has moved its Selfridges boutique from the lower ground level to the store’s ground floor accessories hall.

The new location places the brand among fashion houses including Prada and Dior. Yoko London said the move would strengthen its presence in the London retail market and provide greater visibility to shoppers.

The new boutique features an open design intended to highlight both contemporary and traditional pearl collections. Yoko London said the space would allow visitors to explore its craftsmanship in a more prominent setting.

Michael Hakimian, chief executive at Yoko London, said: “Our move to the ground floor is more than a change of address, it’s a statement of growth. We are proud to showcase our exceptional pearls in a location that celebrates the best of international luxury and offers our clients an elevated shopping experience.”

Founded in 1973, the company has built a reputation for combining classic pearl designs with modern jewellery trends. The Selfridges store will continue to stock exclusive collections available only at the retailer.