Foundrae opens first international store in London with exclusive medallion

Foundrae has opened its first international standalone store in London’s Mayfair, planting its symbolism-heavy gold jewelry language at 119A Mount Street, also listed as 119 Mount Street. The space, about 2,300 square feet, gives Beth Hutchens’s New York-born brand a formal foothold outside the United States and places it on a street now being framed as one of London’s most closely watched luxury corridors.

The draw is not just the address. Foundrae created an exclusive London medallion in cabochon garnets set in 18-karat yellow gold with diamond accents, a compact expression of the brand’s core vocabulary of meaning, luck and connection. The motif is rooted in Shakespeare, through the line in A Midsummer Night’s Dream about a double cherry, and it localizes Foundrae’s iconography without abandoning the house’s language of talismans and coded sentiment. In a category crowded with generic gold charms, that specificity matters.

Inside, the London flagship was designed to feel like a library, with book-lined shelves, a chain wall and the brand’s collections arranged across its 10 tenets. The doorway carries Foundrae’s double-cherry seal, tying the storefront back to the same Shakespeare-inspired reference and to the wild cherry tree native to the UK. The result is less a conventional boutique than a staged reading of the brand’s identity, translated into a British setting.

Foundrae said it chose Mount Street for its mix of tradition and modernity, a description that fits the street’s current positioning. Grosvenor has been pitching Mount Street as a destination for curated, experience-led retail, and has named Foundrae alongside a new wave of independent luxury labels moving into the area. Adam Lippes is part of that same cluster, reinforcing the sense that the street is becoming a selective landing pad for brands that trade on craft, narrative and a more intimate retail format.

Hutchens founded Foundrae in 2015, opened its first New York doorway in SoHo in 2018, and built a following that includes Taylor Swift and Cynthia Erivo. The London opening extends that audience beyond the U.S. while showing that emotionally coded gold jewelry still has international pull, especially when the symbolism is precise, the setting is 18-karat gold, and the story is tied to a place as legible as Mayfair.