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. read more