APM Monaco, Covent Garden
If you haven’t heard of APM Monaco, well neither had I until a few months ago when it landed in Covent Garden’s famous piazza. APM Monaco, as the title states, is from and inspired by Monaco and the South of France. Though the brand was established in 1982 (before I was born!), I was only aware of the brand more recently.
APM Monaco’s “face” is Chiara Ferragni who (if you don’t know her already) is an Italian beauty, oh and massive influencer with over 16 million followers on Instagram. I personally think it was a very clever marketing decision to recruit Chiara as the face for the brand; considering her beauty, mass appeal and how “in“ she is at the moment.
I decided to visit the Covent Garden boutique to see the store and collection for myself, and it was love at first sight! The boutique itself is beautiful and I love the manner in which they’ve displayed the various collections. There were two members of staff, the female (though polite) had the personality of a wooden plank but the gentleman was much better in regards to customer service.
There were pieces that weren't to my taste at all, such as sparkly insect designs, but there were more delicate pieces where I wanted to own the entire collection. In the end, I settled on earrings and a ring from the ‘Up and Down’ collection.
The yellow sterling silver ring with Zirconia stones costs £84 and though it looks pretty at first, whilst wearing it on a few occasions, it felt quite scratchy and uncomfortable due to the points of the zig zag design. The yellow sterling silver mini hoops with Zirconia stones costs £95. Though it could look understated, they have fast become one of my favourite earrings to wear. Though simple, they complement all outfits, hair styles and even my second ear piecing which is a diamond stud.
Though I wouldn’t recommend the ring, I would definitely recommend the earrings. Ask for them as a gift on a special occasion, or girl, just buy it yourself! I’m all about self-love too!
Overall the staff were welcoming, and whilst waiting, we sat down in the chairs (although we weren’t invited to in the first instance). I would certainly go back for other collections as they’ve got something to suit everyone including dainty designs, blingier glamorous, to more loud and garish pieces! In terms of quality, and the price you pay, I think it is definitely worth it and competes with any luxury high street brand that is already well-known and loved.
Until next time xo
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All pictures on this post are my own, with the exception of the logo (credit: APM Monaco website)
