After signing the lease for her new Clifford Street flagship in London‘s Mayfair, Jennifer Chamandi discovered a fortuitous connection. Almost a century ago, the space housed a shoe shop.

Now, the founder and designer, who is marking the brand’s 10-year milestone, is making her first foray into retail with the new boutique — in a strategic spot below Chamandi’s bespoke atelier, “The Apartment,” which opened two years ago.

The location, close to Bond Street and Saville Row, positions the brand — known for its timeless styles and “eye of the needle” design — in a prime London location. Chamandi said she can now tell the “full story” as she showcases bags, belts, small leather goods, as well as her bespoke and bridal collections.

“For me, that direct connection is invaluable. You learn so much when you are physically present with your customer,” she said.

Chamandi, who built her business with wholesale partners including Net-a-Porter, Bergdorf Goodman, Harrods and Level Shoes, understands that opening a store is a “huge commitment, particularly in today’s climate.”

“But I also see that independence as one of our greatest strengths,” she said. “We can be agile, listen to our clients and react quickly. Most importantly, we can create an experience that is entirely our own. After 10 years of building the brand through wholesale, the opportunity to have a direct relationship with our customer is incredibly powerful, both creatively and commercially.”

Chamandi joined forces with interior designer and brand strategist Agata Wejchert on the space after the pair designed “The Apartment” space together.

“We wanted the two spaces to feel like one world, to feel like a home, and to tell the brand story in every detail. The Eye of the Needle was our thread, from the door handle you touch, to the bespoke infinity lamp above you.”