London — The quiet, cobblestoned streets of Marylebone just got a little brighter. U.K. jeweler Lily Arkwright, long known for its transparent approach to lab-grown diamonds and ethical gemstones, has opened its first London flagship — a sleek, light-filled space that signals just how mainstream lab-grown luxury has become.
Located at 5 Aybrook Street in the new Marylebone Square development, the store is the Manchester-based brand’s largest showroom to date, offering a tactile counterpoint to its online-first success. “We’ve been digital-first for years, and it’s worked brilliantly,” says Philip Dawson, Lily Arkwright’s managing director. “But clients kept asking for a space to try on rings, compare stones in natural light, and sit down with an expert.”
The flagship’s opening feels like a direct answer to the shifting expectations of modern jewelry buyers — many of whom crave the emotional intimacy of traditional shopping but still value the efficiency and transparency of e-commerce.
A Calm Space in a Noisy Industry
Step inside the new Marylebone store, and you won’t find the glitz or pretense of Bond Street. Instead, the design reads like a manifesto: “quiet luxury” meets conscious modernism. Warm neutrals, tactile surfaces, and sustainable materials dominate. “We kept the palette minimal so the jewelry is the hero,” Dawson explains. “Lighting is tuned for sparkle, not glare.”
The store functions as both a gallery and consultation space, with private seating areas for bespoke commissions and engagement ring design. For clients, it’s a hybrid between a jewelry studio and a modern atelier — intimate, educational, and experience-driven.
The Bigger Picture: Lab-Grown Goes Luxe
Lily Arkwright’s London opening isn’t just a real estate move — it’s a statement about where fine jewelry is headed. The brand has built a reputation for lab-grown diamonds, moissanite, and Chatham-grown colored gemstones, alongside responsibly sourced natural diamonds.
Its Marylebone flagship reflects a broader consumer shift: luxury buyers who are values-driven rather than status-driven. “Marylebone has the exact blend we love: design-literate, understated, and personal,” says Dawson. “Our clients appreciate craftsmanship, clarity, and a calm setting. The neighborhood’s character mirrors that.”
In a world where diamond marketing often pits natural against lab-grown, Lily Arkwright’s model suggests a third path: choice, transparency, and trust.
With plans to open a store in Antwerp later this year, the jeweler is expanding cautiously but confidently — proving that sustainability and sophistication aren’t opposites, but allies.
As Dawson puts it:
“We’re scaling without compromising service. The flagship is the physical expression of everything we stand for — ethics, education, and elegance.”
👉 Explore the Lab-Grown Diamond Guide to learn how brands like Lily Arkwright are redefining luxury through transparency, sustainability, and modern design.