Azendi

How do you do it, Azendi? How do you manage to be a budget jewellery store without the same kind of unspoken tacky vibe which surrounds the likes of H Samuel and Beaverbrooks? You won’t find anything costing over £450 in here, and to my own surprise, it’s actually… rather nice. I’d go as far as to say I’d happily purchase something from here.
Priding itself on ‘contemporary luxury’ and specialising in silver and white gold, this is modern, it’s classy, and there isn’t a chintzy piece of tack, sovereign gold ring or gargantuan hoop in sight. Chavvy this ain’t. The kitschiest thing you’ll find here is a name necklace, and we all know Carrie Bradshaw made them quirky cool again so we needn’t worry. Azendi’s all about the geometric angles, funky jewels, shiny pearls and statement rings, and James is absolutely right about it cornering the younger market.
It’s hard to explain — Azendi just has that intangible feeling of being more highbrow than other high street jewellers. Kudos. I wouldn’t just yoink my basics from here, I’d seriously treat myself. And with my fussiness levels, that’s really saying something.

Azendi– serene, pretty, small and delicate.
The perfect adjectives for it. It’s not at all pricey for a jewellery store and is as classy as any other. I wouldn’t have really paid attention to here, but this marked the first gift my best friend was treated to by her boyf and I must say, it was gorgeous! It was a pretty pearl set, with elegant earrings and a pendant. And yes, her smile shined brighter than the pearls themselves! (Adorable much!). The friends boyf had a great selection and thus he managed to befriend all! And they lived happily ever after!
Now, comes the point where I like the store, hence I thank them for it! It’s small, but beautifully laid out. I found it quite similar to the Swaroski show rooms, though of course they’re humongous! They have a good selection of modern, contemporary jewellery and they can make excellent gifts (as mentioned before) or even to treat yourself to some luxury!
Azendi– the name itself is quite attractive to me! They’re basic and intricate designs win you over if you are the minimal and classy touched person.

Aiming itself at a more youthful market than most other jewellers Azendi specialises in contemporary accessories made in both silver and gold. Descirbed by the press as «fashionable, innovative and truly faultless», Azendi has built up an enviable reputation as a retailer who understands the current market which will no doubt have more traditional stores like Goldsmiths and Ernest Jones looking over their shoulders and casting nervous glances.