FoundRae Opens First International Flagship in London

“I’ve always believed that authenticity will always feel modern and relevant.”

FoundRae founder and creative director Beth Hutchens has held firm to that conviction while shaping a jewelry world built less around seasonal novelty than personal mythology. Her medallions, chains and rings are gathered slowly, layered with symbols and worn until they become inseparable from the lives of their owners.

Now that richly coded universe has jumped the pond, with the company opening its first international flagship on Mount Street in London’s Mayfair district. The move brings the New York-based fine jewelry brand’s increasingly expansive retail expression to one of the city’s leading luxury thoroughfares, while marking a significant inflection point for its global business.

“Our international client has become an increasingly important part of the FoundRae business over the past several years,” Hutchens told WWD. “Our partnership with Liberty confirmed that London was home to a deeply engaged community that wanted a more immersive FoundRae experience, as well as being a destination for our international clientele. That gave us the confidence to invest in a permanent space for the brand.”

The flagship represents a crescendo of FoundRae’s existing relationship with London. It offers a clearer view of how the company is approaching retail: not as a race to accumulate doors, but as a response to sustained demand, established client relationships and a cultural affinity with the brand’s philosophy.

“As the international business has grown, it’s also shaped how we think about retail,” Hutchens said. “We aren’t opening stores simply to expand our footprint; we’re creating doorways where we see lasting client relationships and a genuine connection to our philosophy.”

For Hutchens, the choice of London was as emotional as it was commercial. “London has always felt deeply aligned with FoundRae,” she said. “Mount Street is the quintessential London street — a place where history and modernity exist together. That balance is something I’ve always been drawn to.”

That combination provides a fitting backdrop for a brand whose pieces are positioned as modern heirlooms, connecting inherited visual languages with the private narratives of their wearers. Mount Street’s architecture and quieter cadence also offer a counterpoint to London’s larger shopping corridors like Bond or Sloane streets, allowing the boutique to feel less like a conventional luxury outpost than a world entered through one of Hutchens’ considered doorways.

As with its U.S. boutiques, the space was designed to fit in its surroundings. The interior resembles a personal library, with shelves housing the brand’s chains, Foundation collection and 10 tenets alongside rows of books. Oversized hand-painted cards introduce the symbols embedded throughout the FoundRae lexicon, making its more cerebral codes visible from the street before a visitor discovers the jewelry itself.

“For the London store, I wanted symbols to become the very first thing visitors encounter,” Hutchens said. “They invite curiosity before you’ve even seen a piece of jewelry.”

The boutique’s signature seal is the Double Cherry, rendered throughout the space in a bright red.  Two cherries joined at the stem represent the bond of a committed love or close friendship. The motif also gathers several British references: wild cherries are native to the U.K., while the image appears in Shakespeare’s “A Midsummer Night’s Dream.” The symbol has been translated into an 18-karat gold medallion set with cabochon garnets and pavé diamonds, available exclusively at the Mount Street store.

Past the main salon, a garden hallway leads to the Vertu room, housing FoundRae’s home collection as well as an on-site bench jeweler and hand engraver. A separate United in Love room is devoted to commitment jewelry.

“Different people are drawn to different symbols because of their own experiences, but the desire to commemorate what fills your heart, what you value and who you hope to become isn’t specific to one place,” Hutchens said. “It’s deeply human.”

London is the first market where FoundRae found both the commercial demand and cultural alignment necessary for a permanent international home. Whether another city eventually meets those criteria remains open, but Hutchens is clear that any future expansion will remain deliberate.

“Every new doorway should simply create another place where people can discover the symbols that resonate with them, reflect on what matters most and continue writing their own story,” she said.