Lugano is Mayfair’s Latest Ultra-Chic Jewellery Destination

By Amy Wakeham

3 weeks ago

A fitting addition to Albemarle Street


The newest addition to the Mayfair jewellery scene, the location is US brand Lugano’s first presence in Europe.

Lugano Opens New Mayfair Salon

Lugano Mayfair salon sitting area

Surrounded by the chic galleries, five-star hotels and exclusive boutiques of Albemarle Street, from the outside Lugano looks like it could be another stylish exhibition space or members’ club. And once you step through the front door, you can easily imagine you’ve been whisked into some glamorous Mayfair resident’s sitting room. 

But, in actual fact, you’ve entered American jewellery brand Lugano’s luxurious new salon. It’s the first European outpost for the Californian jeweller, which was established in Newport Beach in 2004 by husband and wife duo Moti and Idit Ferder, with the idea of bringing a relaxed contemporaneity and a fresh perspective to fine and high jewellery design. 

‘We were driven to offer something different right from the start of Lugano,’ says Moti Ferder. ‘We know the stones, we were excited at the potential that new materials bring, but ultimately, we wanted to design jewellery that breaks free of the rigidity and exalted presence that can often define classic styles.’

Discover Lugano’s Designs

Lugano bracelet with diamonds and rubber

Each contemporary piece is created in the house’s workshop in Orange County, where a team of craftspeople transform rare gemstones, collected across decades, into intriguingly modern and unique designs. Every jewel is elevated around a frame of complex materials, from tech-based carbonium and sports-car-grade titanium to prestige rubber and bright ceramics. Natural elements, such as ebony and other woods are also used to great effect.

This distinctive sense of style and materiality follows through to Lugano’s new Mayfair salon, which was designed by Idit. In addition to furniture by Ceccotti Collezioni and Porada, she commissioned a statement chandelier by lighting supremo Andreea Braescu and brought in artworks by Jorge Pardo, Nihura Montiel, and Yinka Shonibare CBE RA. The result is a space that is as warm and inviting as it is sleek and stylish, which invites guests to make themselves at home while they explore the brand’s distinctive designs in person. 

Lugano, 18 Albemarle Street, London, W1S 4HR. luganodiamonds.com