Indeed, a rolling stone gathers no moss so, after much anticipation and planning, GUY&MAX say a fond farewell to No8 Shepherd Street, after ten glorious years, and rock and roll onwards and upwards. The retail environment of 2008 does not exist anymore and No8 has served its use as the transitional vessel from traditional shop to private salon. Now this transformation is complete, our clients already visit we brothers on a strictly appointment only basis. We do not need two floors of prime retail property in the heart of London and, rather than pay four times the rent and rates of ten years ago, we have rented a little first floor consultancy in the heart of Shepherd Market, a mere twenty metres from the old shop. The new space will provide the perfect environment to view and discuss our jewels in quiet privacy and homely discretion.
Having (modestly) established ourselves as local heroes, we are delighted to remain in Shepherd Market with its colourful variety of galleries, restaurants, shops, brothels, pubs, clubs, casinos and embassies. Given that the Saudi embassy is across the road and our new salon is beside a whore house, we might call it our Mecca of Bohemia. Thanks to the former, the area is well policed but please don’t get the wrong door when visiting GUY&MAX Mayfair.... With security in mind, we will not admit anybody without an appointment. New customers will need to provide home, credit and identification details beforehand to gain access to our exclusive jewellery loving club. We will only divulge the location on specific request and all correspondence can be sent to the secure Box address below. For those unable to manage the stairs, there are local alternatives for meetings.
Time is precious and our new business model includes a flexibility to dictate the Mayfair consultancy diary in order to concentrate on designing, making and selling our distinctive jewellery to a wider audience beyond our historic shop walls. We will increase our online sales capability. Fine jewellery has traditionally struggled in this medium due to the high price point. To combat this, we intend to spend the first half of each year experimenting with designs using silver, gold plate and semi precious stones. These will cost hundreds not thousands of pounds, giving our existing clients more affordable gift options and open our dynamic doors to a new audience too.
This annual period of artistic experimentation will solidify into a distinct Fine Jewellery Collection by the summer which we intend to showcase to the general public at a renowned show, such as LAPADA or Goldsmiths’, before opening an Autumnal pop up shop for our fan base, in good time to fulfill orders for December, our busiest month. If this cyclical plan proves the success of our dream, we will start considering international pop ups in years to come.
Beyond this, Max and I intend to work from home. For he, the peace and quiet of his West London house will provide the perfect creative environment. My own home is a thatched cottage near Marlborough in Wiltshire. Since the mid Seventeenth Century, the buildings have been the epicentre of my village, the blacksmith providing stables and shoes for the local equine population, before The Smithy became, at various times, an antique, bicycle and sound system store. By 2006, when I bought it, the property was derelict but, after twelve years of backbreaking devotion, it is restored to coincide with my own dream of creating a gold smithy and centre for arts.
For those of you outside London, it should be well worth your while to visit me there. The Smithy is a haven for GUY&MAX lovers plus the gateway to the County’s rolling downs, pretty towns, charming villages and Neolithic stones. For those planning the ultimately romantic, cosy cottage, get away, I have a separate out house for bed and breakfast too. London is only an hour and fifteen minutes away by train and I am more than happy to ferry devotees of our craft from the station to our private salon and to the plethora of historic sites, restaurants (including a very local Michelin star) and pubs. For obvious security reasons, the address will only be divulged on booking an appointment. The Smithy will be operational from Easter.
Whether in Mayfair or Marlborough, online or at art shows and pop ups, we welcome you to this exciting new stage of the GUY&MAX vision and very much look forward to seeing you at some stage this year to celebrate and share our extraordinary art.
Best Wishes, Guy
+44 20 7499 5898
+44 7710 948977
8 Shepherd Market