What: The Knightsbridge flagship’s ground floor relaunches with a tightly curated selection of established and emerging jewellery brands.

Why it is important: Harvey Nichols’ transformation aligns with recent investments in store refurbishment and product curation to differentiate from competitors and enhance profitability.

Harvey Nichols has unveiled a meticulously curated jewellery edit as the focal point of its newly transformed Knightsbridge flagship ground floor, bringing together a mix of established and emerging global designers. The new ‘125’ destination showcases exclusive brands such as Hoorsenbuhs, Marisa Klass, Elhanati, and Ina Beissner, alongside other contemporary names, offering a spectrum of price points and styles. This launch marks the first phase of a broader refurbishment strategy, with the jewellery department positioned as the initial point of discovery for customers entering the store. CEO Julia Goddard emphasises that this approach is designed to evoke excitement and set the tone for the entire retail experience. The transformation not only enhances the sense of discovery and exclusivity but also reflects a deliberate move to modernize the in-store journey, blending everyday luxury with unique, one-of-a-kind pieces. By focusing on curated edits and exclusive partnerships, Harvey Nichols aims to strengthen its competitive edge and reassert its position as a leading luxury retailer.

IADS Notes: The July 2025 unveiling of Harvey Nichols’ ground floor transformation is the latest step in a £25.5 million revival strategy, emphasising curated product mixes and exclusive brand collaborations. This approach builds on earlier initiatives, including the November 2024 luxury resale pop-up with Luxury Promise and the implementation of a centralised customer experience platform in December 2024. The strategy mirrors similar moves by Harrods, which has invested in innovative jewellery and designer spaces to enhance customer engagement and navigation, as seen in July and November 2024. These developments highlight a broader trend among luxury retailers to modernise physical spaces and elevate the in-store experience through curated edits and strategic refurbishments.

Harvey Nichols unveils jewellery edit in transformed ground floor flagship space