Jewellery retailer Azendi has opened a store in Leicester.

This contemporary, semi-minimalist space is intended to appeal to “educated, affluent, middle-class shoppers”, according to managing director Ian Jones. With steal framed mid-shop display cases that place the glass pannels edge-to-edge and bespoke lighting and roccoco wallpaper, this is a unique formula in the current market. The fit out for an Azendi store averages £250,000.