London's Maddox Street is fast building a rep as a hub for innovative design and today sees those credentials further boosted by the opening of jeweller Natasha Zinko's boutique at No. 46.
With its plush carpet, mirrored walls, and regal purple and gilt detailing this is one opulent environ, and that's before you even get to the jewels.
Whether they're stashed behind wall-mounted picture frames to resemble beautiful works of art, or nestled in vintage glass-top tables ,the sparkle emanating from candy coloured precious stones - not to mention black, yellow and uncut diamonds - is enough to warrant shades.
Majoring in off kilter pieces with a surreal and often funny edge, Zinko takes the classic fine jewellery format and turns it on its head, creating work that, whilst unmistakably precious, is eminently accessible.
New line David and Goliath, for example, explores notions of scale. But forget any biblical imagery here. Zinko's unlikely protagonists are a bubble headed elephant and rabbit duo. Continuing the tongue-in-cheek theme that pervades all her work, Zinko's Memento Mori line features fully articulated skeletons sporting preposterously large bows and tiny pearl digits.
In Zinko's hands even trad jewellery motifs such as skulls and crosses take on a fresh appearance, largely down to the inclusion of idiosyncratic details: asymmetrical stones, mismatched mounts and uneven edges are all part of the attraction and key to an aesthetic that is sure to win her fans.