The Experiential Diamond Jeweller Disrupting Mayfair

A visit to Vashi is no ordinary jewellery-buying experience

Mayfair's rebel jeweller joins the Wonder Room in Selfridges, offering bespoke diamond engagement rings and fashion-forward jewellery  

Vashi Dominguez is disrupting the diamond industry. The London-based, Spanish businessmen launched vashi.com in 2008 as an online diamond wholesaler before spotting a gap in the market for an immersive shopping experience with a focus on customisation.

The brand opened its first bricks-and-mortar jewellery boutique on Piccadilly in 2017, followed by sister sites on Grafton Street and at Westfields White City. Dismissing the pomp and pretention often associated with fine jewellers, Vashi champions a relaxed and lively environment, where white gloves and security guards are swapped for craftsmen and hands-on participation. This retail model is particularly popular with engagement rings and appeals to a younger, more social media-inclined customer. 

This month, Vashi continues its expansion by unveiling concessions in Selfridges across the UK, including a 1,200sq ft space in the Wonder Room in Selfridges Oxford Street. Sitting alongside the likes of Cartier, Bulgari and Bucherer, the experiential space invites customers to design their own settings and handpick diamonds of varying clarity and carat. The digital-friendly process can be live-streamed to loved ones and shoppers leave with a keepsake selection of pictures, documenting the experience. Unlike its competitors, Vashi offers same-day customisation, appealing to Selfridges' international clientele. "Customers can design and create a ring in the afternoon and then go straight to the airport," comments Dominguez. "That doesn't happen elsewhere in Mayfair." 

Entry-level prices start as low as £600 and can reach six-figure digits. A diamond choker priced at £35,000 is exclusive to Selfridges, adorned with more than 300 round brilliant diamonds.

Vashi Flagship Boutique

46 Piccadilly, Mayfair, London W1J 0DS

Vashi Selfridges Wonder Room

400 Oxford Street, Marylebone, London W1A 1AB

Website: vashi.com