Sonia Petroff at Selfridges

Throughout April and into May 2022, a selection of Sonia Petroff’s iconic statement jewellery and accessories were showcased at La Maison Couture’s pop-up store, situated in Selfridges on Oxford Street. The Sonia Petroff collection featured alongside a stellar cast of ethical jewellery brands as part of a collaboration with Project Earth, Selfridges’ sustainability initiative.

Maria Leoni-Sceti, Founder of Sonia Petroff, visits the pop-up store in Selfridges

La Maison Couture pop-up store

We’re proud to be associated with La Maison Couture — an innovative platform promoting luxury brands committed to social and environmental change.

The values of Sonia Petroff align perfectly with those of La Maison Couture, with sustainability and artisanal craftsmanship at our core. Our support of Room to Read, a non-profit organisation helping fund education opportunities for girls in low-income communities also demonstrates our commitment to social causes. Indeed, each Sonia Petroff purchase contributes to this inspiring cause and we have helped fund more than 146,000 days of school to date.

Project Earth Sustainability Initiative

Project Earth is a sustainability strategy founded by the world-renowned department store, Selfridges with the bold objective of changing the way we shop.From gifts to fine jewellery, Project Earth is committed to making luxury retail more planet-conscious. Focusing on a transition to more sustainable materials as well as challenging the retail mindset and exploring new business models, Project Earth is spearheading change across the industry.
By partnering with La Maison Couture, Selfridges is placing sustainable jewellery brands at the heart of their luxury accessories range. 

Sonia Petroff Positive Luxury Butterfly Mark

The Positive Luxury Butterfly Mark is a symbol of trust earned by brands that have adopted sustainability as a core element of their business strategy. Sonia Petroff’s inclusion on the list of Butterfly Mark members highlights our commitment to slow fashion and is in keeping with the Project Earth initiative.

Products at the pop-up store

Presenting our statement products in-store at La Maison Couture was an exciting prospect. Throughout April, customers at Selfridges were able to browse some of the most popular pieces from the Sonia Petroff collection. These included our sophisticated Silver Dragonfish Ring and marine-inspired Seahorse Earrings, featuring intricate enamelled stones. Our Black and Gold Dragonfish Statement Belt and signature luxury lobster bracelets were also on display.

We’re thrilled to have had the opportunity to join like-minded brands at the La Maison Couture pop-up store, including Myriam Soseilos, Flora Bhattachary, and The Rock Hound and we look forward to the continued growth of sustainable fashion in luxury retail.