Fashion

London Showroom Valery Demure Launches Accessories E-Shop

The showroom founder on why she's stepping in to the e-commerce game

Consider Us Charmed: London Showroom Valery Demure Launches E-Commerce

Photo Courtesy of Valery Demure

Consider Us Charmed: London Showroom Valery Demure Launches E-Commerce

Photo Courtesy of Valery Demure

Consider Us Charmed: London Showroom Valery Demure Launches E-Commerce

Photo Courtesy of Valery Demure

Consider Us Charmed: London Showroom Valery Demure Launches E-Commerce

Photo Courtesy of Valery Demure

Consider Us Charmed: London Showroom Valery Demure Launches E-Commerce

Photo Courtesy of Valery Demure

Consider Us Charmed: London Showroom Valery Demure Launches E-Commerce

Photo Courtesy of Valery Demure

We were thrilled to hear that Valery Demure, one of our favourite London accessories showrooms, stepped into the e-commerce game earlier this week. Now you’ll finally be able to buy amazing accessories from super niche brands such as Ek Thongprasert and Fleet Ilya online and have it shipped to Canada! The prices aren’t cheap, but if you’ve been saving up for an Assad Mounser bracelet or Gigi Burris headpiece, this e-shop is the answer to your accessories dreams. We talked to agency founder Valery Demure to find out the story behind the new venture:

FLARE: Can you tell us about Valery Demure, the agency?
Valery Demure: Our agency was created [at the] end of 2005, my aim was to promote and focus on fashion jewellery and accessories. I thought there was really a need for such an agency, offering sales and PR consultancy together and my assertions have proven right. Jewellery and accessories are much more important to me than ready-to-wear, they are wearable poetry and they are timeless, they are investment, they also carry a lot of memories and emotional value. They are also the last touch to a silhouette, outfit, they are romance.

FLARE: As the owner of a PR Agency, what inspired you to open up a shop online as well?
VD: I was a buyer before starting the agency. I loved discovering new talents. Moreover, I am a collector. I have a pretty amazing collection of accessories and jewellery. I love beautiful objects and interiors, really anything that is poetic, strong and beautiful, I also admire craftsmanship and artisans.I wanted to create an online destination for statement accessories and jewellery as I feel there is not one I know of, when I want to buy statement pieces I need to browse or visit certain ‘brick and mortar’ stores. I do not have so much time to go shopping so online is ideal for me.

FLARE: Tell us about the curation process.
VD: We begin with an expression of the moment, catalysed by culture, mood, personalities or topical ideas. We make a selection from our buy, choosing the pieces that are a perfect fit for our inspiration. We then compose a shoot that conveys our curation.

FLARE: What is your favourite item that’s on the site right now and why?
VD: I love the Patrick Moulin porcelain thorn ring, I love that it looks silver but it is in fact in porcelain plated in platinum. It is produced in the best atelier in Paris. It is beautifully made, and it looks dangerous and poetic at the same time.

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