What: Liberty has opened a new Fashion Jewellery Gallery on its first floor, housing 37 demi-fine and fashion-led jewelry brands (11 exclusive to the UK), as jewelry sales rise 20% year-over-year.

Why it is important: Placing jewelry next to womenswear reflects a wider shift toward curation over brand-name density, as customers migrate spend into accessible accessory categories and expect discovery-led, cross-category merchandising.

Liberty has opened a new Fashion Jewellery Gallery on its first floor, dedicated to demi-fine and fashion-led jewelry, with 37 brands including 11 exclusives to the UK. Ten shops-in-shop line the space, which also includes a lounge area for launches, events and consultations. The gallery sits beside Liberty's designer and contemporary womenswear rooms, with statement brands such as Kenneth Jay Lane and Vivienne Westwood positioned near the walkway into fashion.

The launch complements Liberty's ground-floor fine-jewelry hall, which had been running out of room as new brands arrived. Buying manager Ruby Beales said the team prioritized brand adjacency, pricing and a sense of discovery. Exclusives include Belgium's Wouters & Hendrix, opening its first store outside Benelux with surreal, humor-driven designs, and French brand Gas Bijoux, marking its first shop outside France. In-house specialists offer advice across brands, gifting and collecting.

The opening follows a 20 percent year-over-year rise in jewelry sales, with customers increasingly layering pieces and mixing metals and eras. It extends a wider reshaping of Liberty's floors, following a 140 percent summer expansion of its fabric department, reflecting a strategy centered on categories the store does best.

IADS Notes: The Fashion Jewellery Gallery is the latest step in a sequential category-investment programme at Liberty that was already flagged ahead of opening: the jewellery expansion follows the same "double the footprint, enlarge the offer" logic applied first to fabrics and then confirmed as next in line for jewellery by Retail Week in August 2026. That template was set in July, when Liberty more than doubled its dressmaking fabrics department to 4,630 sq ft, betting that specialist curation and craftsmanship could drive footfall against the wider trend of department stores cutting fabrics and haberdashery altogether, as covered by Fashion Network in July 2026. The underlying shift in customer behaviour that both expansions respond to is echoed elsewhere on the accessories floor: Selfridges' accessories leadership has described handbag spend migrating into jewelry, eyewear and small leather goods, arguing that curation now matters more than brand-name density, per WWD's reporting in September 2026. More broadly, Liberty's approach sits within an industry-wide return to tightly curated, service-led multi-brand retail, which a Business of Fashion piece from September 2025 cited as a factor in Liberty's own success with emerging brands, even as scale-driven multi-brand retailers have struggled.

Liberty opens a second jewellery hall in response to customers' demand