Sheena-shona pop-up jewellery shop goes long-term

ONLINE jeweller Sheena-shona has combined the glamour of cocktails with the glitter of diamonds to open what its founders hope will be the first in a series of shops.

Sheena Jack and Shona Bain's jewellery firm is making the move from online to its first retail premises. Picture: Contributed

The company – owned by sisters Sheena Jack and Shona Bain – has taken up residence at Glasgow’s Corinthian Club casino on a long-term basis following the successful trial of a six-week pop-up shop last November.

The new venture, Sheena-shona Diamonds at Boutique, will run alongside the firm’s existing website.

While the Corinthian Club has hosted pop-up shops and launch events for a variety of brands since its refurbishment in 2010, this is the first time it has entered into a long-term partnership.

Julie McKim, sales and marketing executive for the club, said the two brands were ideally suited for one another.

“We are looking forward to working with Sheenashona,” she said. “Having collaborated with a range of fashion companies in the past, Boutique has consistently proved to be a popular venue for consumers seeking a unique shopping experience.”

Jack said the venue would allow customers to “spend time” with the jewellery in a non-intimidating environment while enjoying a glass of champagne or afternoon tea.

Sheenashona will also run exhibits throughout the year focusing upon the history of jewellery and the provenance of the pieces on offer.

“I think things like that are fascinating to tell people – they can come into the shop and learn,” she said. “It is a different kind of experience.”

With a background in fashion and graphic design, Jack was head of marketing and design at Benedetti International before joining her sister to set up Sheenashona in 2011.

Bain was previously a management consultant in the oil and gas sector.

“But Shona has always wanted to have her own business, ever since she was a little girl,” Jack said.

They began selling online in 2012 with a focus on contemporary jewellery from British designers.

Jack said the business has been gradually building up through its online presence, word of mouth and repeat customers.

The pair hope to “eventually” open up other shops in premium locations, with London and Edinburgh the next obvious steps.

International expansion is also in their sights, with plans to launch a multilingual site next year.

As part of its first display, Sheenashona Diamonds at Boutique will feature replicas of the Cullinan Diamond presented to King Edward VII as a gift in 1905.

The largest gem-quality diamond ever found, the Cullinan weighed in at more than 3,106 carats before it was cut into nine principal stones and 96 small cut diamonds.

The two largest diamonds can be found in the sovereign’s Sceptre and the Imperial State Crown.