E L A London opens on Brompton Road

Womenswear designer Elena Antoniades, and ex­-city trader, Ian Hart, have launched a brand new women’s concept boutique, E L A London on Brompton Road in Knightsbridge, London.

The new concept boutique is located in a two-storey retail space and houses the brand’s in-house jewellery line, as well as range of luxury women's fashion, jewellery and accessories from a variety of emerging and established brands including LA-based For Love and Lemons, Australian brands Thurley and C/meo Collective, and Antoniades eponymous collection.

Other brands featured include Maria's Bags, which are handmade in Guatemala, and London-based jewellery designer Lara Heems, with some of the items designed exclusively for the E L A London boutique.

The aim of the store is to provide a luxury experience for consumers, which combines retail with gallery elements, inspired by the idea of “creating a space where women feel like they are in their own boudoir”. In addition, E L A London also offers a bespoke service, aimed to ensure the ultimate shopping experience.

Commenting on the location and concept, Antoniades and Hart said: "We decided on Brompton Road and Knightsbridge predominantly because, after hosting a successful pop up, we found the clientele in the area to be incredibly well suited to the luxurious and glamorous jewellery, clothing and accessories we wanted to sell long-term.

“Craftsmanship is key and, in Knightsbridge in particular, well made design is truly appreciated. We're very lucky to have Harrods down the road, too. E L A has a very personal, almost boudoir-type feel to it. We love great design and we love to build relationships with our customers, and they appreciate that. Knowing your customer, what they love and how they work is very important, and that's what we do at E L A."

Image: E L A London