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Solange Azagury Partridge New London Shop

Congrats on your new boutique ­ where is it and why did you choose to open it there?

Thank you! I chose this spot because it’s as close to my home as I could possibly get. I decided to have a shop in a location for my convenience rather than for any theorerical “best location” reason. My shop has always been a destination for my clients, so for them to take a cab or limo to Paddington or Mayfair or Notting Hill is all the same thing.


Why is now the right time to have a bricks-and-mortar space again?

I always did have a bricks-and-mortar space, but I think one space rather than many is just as effective. My website, Instagram, and social-media presence has spread beyond the boundaries of a physical location and reaches people all over the world.

Perfect ☁️

A post shared by Solange Azagury-Partridge (@solangeazagury) on

At the Conde Nast Conference earlier this year, you said that you need to be “a part of the fabric of the city and­ a part of the social scene to have a successful presence with a shop”. How do you feel you have achieved that with your new space?

London is and always has been my home. My family, friends and life are here. The fact that I now live so close to home means that clients sometimes even meet me there. Plus, London is one of the most international cities in the world and this is where I’m my happiest and most “me” and I think people can sense it.


You also said that you were trying to keep the business free from investment ­- is that still the case? And if so, how has that been a challenge?

Yes. Creative freedom only comes with freedom from third-party investment. It’s tougher in that the only money you have is the money generated by the business, so budgets are smaller. But it makes decisions seem more clear cut.


Tell me about the inspiration behind the new collection? How is it intrinsic to the SAP DNA?

I do love exploring the fascinating and unknown beauty of nature and existence at the earth, molecular and deep space levels. Also, the unknown and mystery of life is endlessly inspiring to me. I don’t always understand what I read, but it often sparks ideas. I also love to play with language and jewellery techniques, so I suppose from that perspective, supernature fits into my DNA perfectly.


You talk a lot about energy when it comes to your work ­ can you explain your new energy and the energy around your new collection?

Everyone knows that gemstones are filled with an intrinsic energy. Also colour vibrates with it, so combined with the energetic nature of the elements – fire, water, air, earth, ether – the collection is exploding with energy!

See the full Supernature collection and in-store pictures below. To make an appointment, visit Solange.co.uk.

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