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Tatty Devine launch new central London store in style

Tatty Devine's new boutique in Covent Garden’s Seven Dials is open for business

Written by Ester Kneen

DSC_0608All imagery throughout courtesy of Natalia Kneen.

The recent grand opening of Tatty Devine’s new Covent Garden boutique was an affair to remember. A mini marching band led an excited crowd from Tatty Devine’s Soho shop to the new boutique in Covent Garden’s Seven Dials. Wearing giant Tatty Devine jewellery pieces and holding banners, balloons and streamers the crowd ascended on to the brand’s new central London home on Monmouth Street. Guests enjoyed mulled cider and cupcakes as they celebrated the momentous occasion for the ‘plastic fantastic’, cult jewellery brand. Everyone who attended was treated to a lovely gift bag containing, among other treats, a beautiful pendant necklace from the ‘Button Up’ range.

DSC_0676Tatty Devine founders Rosie and Harriet pictured in the new store.

Tatty Devine founders, Rosie Wolfenden and Harriet Vine will, next year, celebrate the 10th birthday of the company they started together way back in 2000. Since their humble beginning the brand has released well over 20 Collections and has collaborated with a wealth of creatives such as Rob Ryan, Ashish, Peter Jensen, Gilbert and George, Peaches, Bernstock Speirs and the V+A to name but a few. In addition to their stand alone stores Tatty Devine now have over 100 stockists worldwide including MOMA, Selfridges, Tate and Urban Outfitters. With such an established position within London’s fashion scene makes the brand an ideal addition to the exclusive Seven Dials location.  “Monmouth Street has a tradition of independent British fashion boutiques, which suits us perfectly. We’re bringing the spirit of our Soho shop to a new space where we can celebrate our 10th birthday next year in style!”


The boutique will sell all the current collections, the Best of Tatty Devine range featuring the 50 most popular pieces, and of course their famous name necklaces. Also in stock will be; knitwear by KIND, sunglasses by Jeremy Scott and Alexander Wong, bags by Mimi, and excitingly they will be the exclusive UK stockist of Eley Kishimoto’s flash print purses.


The Autumn/Winter 2009 ‘Button Up’ collection, inspired by the classic iconography of London’s Pearly Kings and Queens brings out a sense of London pride (and when you buy the Pearly King Brooch or Necklace, £1 from every sale will be donated to charity through the Pearly Kings and Queens Association). For the Tatty Devine aficionados out there you can also see Tatty Devine at Bust’s Craftacular event on December 12th, from 12-7pm, at York Hall in Bethnal Green.  Tatty Devine, 44 Monmouth Street, London WC2H 9EP.


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