Lisa Gozlan Wants Customers to Win a Bracelet From the Claw Machine at Her New Selfridges Pop-up

by · WWD
Lisa Gozlan has opened a pop-up at Selfridges.Courtesy

KEEP SMILING: Lisa Gozlan is making her U.K. debut in Selfridges’ jewelry department with a series of in-store exclusives and a pop-up, which opened this week and runs until Jan. 10.

The jewelry brand, which specializes in demi-fine gold and bejeweled happy face charm bracelets, has seen triple-digit growth this season, according to Sophie Capel-Creasey, a jewelry buyer for Selfridges.

“Most recently, our exclusive bracelet featuring Selfridges yellow gemstones achieved a 100 percent sell-out in less than six weeks, demonstrating the fantastic customer response to the brand,” Capel-Creasey added.

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Two new bracelet designs will be available exclusively at the pop-up. They include a fresh take on Gozlan’s popular happy face design and the London Mixer, a city-specific piece from the Mixer collection, both featuring 18-karat yellow gold-plated brass and cubic zirconia.

“We’re no longer just creating individual pieces; we’re creating jewelry that’s meant to be layered, stacked and collected over time. I love the idea that your jewelry stack grows with you and becomes a reflection of your own style, with every new piece adding something different to the story,” Gozlan said.

To capture the playfulness of the brand’s ethos, Gozlan has incorporated a claw machine in the pop-up, where customers receive a token for a chance to win a bracelet. She wants the experience to reflect the self-discovery and spirit of play she feels her jewelry also conjures.

“We wanted the space to be somewhere people can have fun, discover something new and hopefully walk away with a smile,” Gozlan said.