YSSO launches Mayfair pop-up

Greek demi-fine jewellery brand YSSO has announced the launch of The House of YSSO on New Bond Street, its first pop-up store in Mayfair which will be open until February 2025.

The House of YSSO is open at 76 New Bond Street from 6 December 2024 to February 2025, with the brand’s full collection of designs available to buy.

Created in small batches in an artisanal foundry and workshop in Athens, each piece is made from recycled bronze and plated with either gold or sterling silver.

Selected from a pool of 800+ applicants, YSSO is the 6th brand selected to open a store and the first on New Bond Street.

The pop-up is part of Westminster City Council’s Meanwhile On project, set up to provide innovative brands with access to high-profile retail spaces.

The project gives brands significant relief on business rates, budget for store design, and end-to-end support from project delivery partner Someday Studios.

Alexia Karides, YSSO founder, said: “As you step into the first part of the House of YSSO on New Bond Street, you are immersed in a unique installation that invites you to explore the depths of our collections. Inspired by the sun, the sea, and the architecture of Greece, this space reflects the natural beauty that shapes our designs.

“Each collection is thoughtfully displayed, allowing you to experience the way nature and culture influence our jewellery—whether it’s the warmth of the sun, the textures of the sea, or the timeless elegance of architectural forms. Surrounded by these elements, you can connect with the spirit of the pieces in a way that goes beyond simply viewing jewellery.”