Foundrae opens first international flagship in London with exclusive medallion
Foundrae turned its Mayfair debut into a library-like showroom, unveiling a London-only medallion in 18-karat yellow gold with cabochon garnets and diamond accents.
Foundrae opened its first standalone store outside the United States in Mayfair, bringing a 2,300-square-foot jewelry space to 119A Mount St. and casting it more like a private library than a sales floor. Book-lined shelves, a chain wall and collections arranged across Foundrae’s 10 tenets gave the Victorian building a look that felt designed for decoding meaning as much as for browsing necklaces.
The London flagship debuts an exclusive medallion available only in store: a double-cherry motif set in 18-karat yellow gold with cabochon garnets and diamond accents. Foundrae says the symbol stands for inseparable bonds, friendship, committed love and good fortune, and ties the design to Shakespeare’s A Midsummer Night’s Dream and to wild cherry trees native to the U.K. A Shakespeare-inspired crest and seal extend that idea beyond the casework, making the shop itself part of the brand’s symbolic language.
“London has always felt like a natural home for Foundrae,” said Beth Hutchens, the brand’s founder and creative director. The location strengthens that claim with its address alone: Mount Street has become one of the city’s most closely watched luxury corridors, where independent brands increasingly use smaller, highly designed spaces to signal identity rather than scale.
Foundrae was founded in New York and opened its first doorway in 2018, so the London opening gives the label its first international standalone foothold in Europe. The move also places it in front of a global clientele that already includes Taylor Swift and Cynthia Erivo, two names that have helped turn the brand’s talismanic aesthetic into something with clear celebrity reach.
For personalized jewelry, the strategy is telling. Foundrae is not just selling a medallion or a gold setting; it is staging an encounter where symbolism, layering and self-definition are built into the room itself. In Mayfair, the store asks visitors to read jewelry the way they might read a shelf of prized books, and that immersive format may be the real expansion play.
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