Liberty has expanded its jewellery offer with a new first-floor space dedicated to demi-fine and design-led brands, following a 20% year-on-year rise in sales for the category.

The Fashion Jewellery Gallery brings together 37 brands, including established Liberty names and eight new additions. Among those joining the retailer are Carrie Elizabeth, Copenhagen-based Kinraden, Antwerp jewellery house Wouters & Hendrix and French brand Gas Bijoux.

The opening also introduces 11 retail exclusives, as Liberty seeks to capitalise on growing demand for distinctive jewellery that sits below the traditional fine-jewellery category.

The new space has been positioned separately from Liberty’s ground-floor jewellery hall, which focuses on classic fine jewellery and heirloom pieces. Its first-floor counterpart instead targets customers looking for more accessible, design-led jewellery intended for everyday wear.

Liberty has adopted a consultation-led model for the gallery, inspired by its Fragrance Lounge, which opened in March 2024. Rather than shopping at individual branded counters, customers can seek advice from Liberty’s in-house specialists across the full selection of designers.

The concept reflects a wider move among luxury retailers towards more personalised, category-wide service, while giving emerging and independent jewellery brands visibility alongside better-known names.

“Jewellery is one of the most personal categories we buy, and increasingly our customers are looking for pieces that reflect their individual style rather than simply following trends,” said Ruby Beales, jewellery buying manager at Liberty.

Beales added that the gallery had been designed to encourage discovery, bringing emerging designers together with established Liberty favourites.

Liberty said the category’s recent growth had been supported by exclusive brand partnerships, gifting occasions and increased appetite for individual, design-led pieces.