London design brand Completedworks is opening its first flagship store on Chiltern Street in Marylebone, with the launch planned for early November. Founder Anna Jewsbury shared the news with Vogue Business, marking a major step for a label that has sold mainly through wholesale and online channels for more than a decade.
A Store Built in Six Months
Jewsbury said conversations about a physical space began only around six months ago, an unusually fast turnaround. She described an overwhelming number of decisions, from architecture and materials to lighting, product display and staffing. Each one has to feel connected to the brand, she said, because a store is its physical expression.
Chiltern Street was chosen for its distinctive, slightly offbeat character, which mirrors the brand’s habit of starting from classic ideas and adding something strange. The street is known for concept stores and discovery, and Jewsbury hopes shoppers who come in for jewelry will also find the brand’s vases, chairs and other homeware. A lower-ground workshop will give customers a glimpse of the making process and double as an events space.
What Happened to the Runway Shows?
Completedworks became a London Fashion Week favorite through theatrical presentations. They began in February 2024 with Joanna Lumley and later featured Dianna Agron, Debi Mazar and Jemima Kirke. This September, however, the brand held appointments instead of a show while it focused on the store.
Jewsbury said the appetite for performances has not gone away, and she did not rule out a return. Any future show, she explained, would need to evolve the concept and genuinely excite the team. Her design philosophy is similar: create objects people cannot stop thinking about by giving familiar forms a twist, such as the brand’s ceramic mugs that look as though they are made from puffy fabric.