Completedworks Opens First London Flagship on Chiltern Street

London design brand Completedworks is putting down roots. Founded in 2013 by Anna Jewsbury and her brother Mark, the label will open its first Completedworks flagship store on Chiltern Street in Marylebone in early November. For over a decade, the brand has operated mainly through wholesale and online sales.

A Six-Month Sprint

Jewsbury says discussions about a physical space began only around six months ago. She describes the speed as “crazy,” noting the sheer number of decisions involved, from architecture and materials to lighting, presentation and staffing. Every choice, she says, must feel connected to the brand, since a store is its physical manifestation.

Chiltern Street appealed because of its offbeat character and its concept-store culture. Jewsbury likens it to Completedworks itself, where designs begin from a classic place before taking a weird turn. The brand hopes jewelry customers will discover its homeware, including vases and chairs. A lower-ground workshop will show some of the making process and double as an events space.

What Happens to the Shows?

Completedworks became a London Fashion Week highlight with theatrical presentations featuring Joanna Lumley, Dianna Agron, Debi Mazar and Jemima Kirke. This September, the brand held appointments instead, as the store took priority.

Jewsbury insists the appetite for shows remains. As an independent label, she says, Completedworks stays flexible and has avoided a rigid formula, moving between monologues, theatrical performances and experimental formats. A return, she adds, depends on having an idea that genuinely excites the team.

Looking ahead, Jewsbury wants to keep making objects that are hard to forget, such as the brand’s ceramic mugs that look like fabric. The new store, she hopes, will let customers experience that sensibility in person.