FoundRae, a distinguished jewelry brand, has officially opened its inaugural international boutique in the heart of London’s prestigious Mayfair district. This new establishment, located on Mount Street, marks a significant milestone for the brand, embodying a unique blend of British tradition, literary homage, and refined aesthetics. Founder Beth Hutchens meticulously curated the store's ambiance to reflect its geographical context, creating an immersive experience that goes beyond a typical retail space.

FoundRae's London Debut: A Fusion of Elegance and Storytelling

In the vibrant summer of 2026, FoundRae, under the visionary guidance of its founder Beth Hutchens, inaugurated its first international store at 119 Mount Street in London's affluent Mayfair. This new location, a testament to Hutchens' design philosophy, seamlessly integrates local heritage and literary influences into its interior. The boutique's striking black awning immediately captures attention, setting it apart amidst historic neighbors like a 200-year-old Milanese patisserie, the venerable Sautter Cigars, and Allens of Mayfair, a butcher established in 1887.

Upon entering, visitors are greeted by a captivating display of hand-painted cards, strategically placed in the front window and throughout the store. These cards eloquently describe the symbolism behind each of FoundRae's "10 Tenets" — the core motifs embedded in their jewelry. Intriguingly, these same Tenet cards are integrated into the ceiling panels, transforming them into an artistic canopy that draws the eye upwards.

A central theme in the store's design is the "double cherry," a symbol Hutchens deeply associates with friendship, good fortune, and enduring affection. This motif finds its roots in Shakespeare's "A Midsummer Night's Dream," where Helena poignantly compares her bond with Hermia to "a double cherry, seeming parted, but yet an union in partition." To honor this sentiment, Hutchens designed the exclusive Double Cherry Medallion for the London store. This unique piece features two cabochon garnets joined at the stem, adorned with pavé diamonds set in exquisite 18k yellow gold.

The cherry-red palette further permeates the Mayfair boutique, gracing the walls and decor, creating a warm and inviting atmosphere. FoundRae's distinctive jewelry collections are showcased in innovative displays, including cases designed to resemble university library bookstands and a prominent "Chain Wall" exhibiting the brand's signature heavy chains. Another display artfully pairs jewelry with framed love letters and fine art, enhancing the storytelling aspect of each piece.

Beyond retail, the London store offers a personalized experience with an on-site studio, housing a skilled bench jeweler and a hand-engraver. For private consultations, the dedicated "United in Love Room" provides an intimate setting for discussing FoundRae's commitment jewelry and bespoke appointments. The decision to establish a full-fledged London store followed the immense success of FoundRae's collaboration with Liberty London, the luxury department store that began featuring FoundRae jewelry in mid-2025.

To celebrate its grand opening, FoundRae commissioned a distinctive black cab, artfully wrapped in cherry-red hues and adorned with the brand's name and jewelry imagery. This mobile advertisement traversed the neighborhood, enticing new customers to discover the latest boutique. Hutchens' vision for her stores, which began with her first New York City boutique in SoHo in 2018, consistently aims to create a homely atmosphere, interspersing her jewelry with shelves of beloved books and collectibles. FoundRae’s commitment to exceptional design was recognized in 2025 with the prestigious Gem Award for jewelry design.

The opening of FoundRae's London boutique serves as a compelling example of how a brand can expand globally while maintaining its unique identity and narrative. By deeply embedding itself within the cultural fabric of its new location, FoundRae has created more than just a retail space; it has crafted a destination that offers an experience rich in history, literature, and exquisite craftsmanship. This approach not only attracts customers but also fosters a deeper connection with the brand's values and artistic vision.