Anna Jewsbury on the new Completedworks London store
London design has found a surprising, viral home in the world of celebrity fashion, thanks to the creative duo Anna and Mark Jewsbury.
Since 2013, the brothers have been busy establishing Completedworks, a brand rooted in London design. While the initial focus was on sophisticated design, the brand quickly cultivated a unique aesthetic that managed to transcend the high-fashion realm and enter the mainstream consciousness.
The real shift came unexpectedly during the global pandemic. As the world sought comfort and familiar, yet fashionable, ways to express themselves, Completedworks became a key player in redefining accessible luxury.
The brand’s signature scrunchie earrings became an unexpected obsession. Suddenly, these small, delightful accessories moved from niche designer pieces to must-have items featured in major fashion magazine roundups.
Cool-girl celebrities began incorporating the unique style of Completedworks into their public image, proving that comfort and high design could perfectly align. This trend demonstrated how beautifully simple, yet distinctive, accessories can capture a global audience.
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