A Store Worth the Journey
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Sheila Fleet Jewellery has just been named Store Design of the Year. Here’s the story behind the boutique that won it.
When Sheila Fleet Jewellery opened its two-storey boutique on Edinburgh’s Hanover Street in July 2025, the brief was simple – create a space that felt like Orkney. A jewellery shop all about the experience; somewhere customers would slow down, explore and feel immersed in the world that inspires every piece Sheila designs.
Just over a year later, the judges at the UK Retail Jewellery Awards called it “a masterclass of store design” as it won Store Design of the Year over some of the UK’s largest retailers. For a family-run Scottish business rooted in an archipelago off the north coast of Scotland, it’s a remarkable thing.
The space
Nature was at the heart of every design decision. The boutique features textured stone finishes, flowing curves and natural materials that echo Orkney’s dramatic coastline and sea-worn cliffs.
One particularly striking detail is the sculptural stonework inspired by the basalt rock beneath Edinburgh Castle. This was Sheila’s way of bringing a piece of Edinburgh into the space and creating a subtle connection between the capital and the islands.
Bespoke cabinetry, organic forms and carefully selected materials mirror the textures and colours of Orkney. The result feels distinctly Scottish while remaining unmistakably Sheila Fleet. Working alongside SPLINTR, Helen Lucas Architects and Rockcraft UK, every decision was made to create something that truly reflected the brand’s identity rather than simply housing it.
The family
Sheila founded the business in 1993 and, at 80, remains creative director and the sole designer behind every collection. She works alongside her son Martin and daughter-in-law Mairi (also directors) while more than 100 team members bring her designs to life across the workshop, office and retail.
“Being family-run shapes everything we do,” the team says. “Decisions are made with a long-term view. We really care about the experience people have with us, whether they’re visiting one of our shops or receiving a piece that’ll become part of their own story.”
For weddings
Sheila Fleet’s jewellery has long been a favourite with couples and it’s easy to understand why.
Every piece is handcrafted in Orkney, carries a story rooted in Scotland’s landscapes and can be personalised with different precious metals, gemstones or enamel colours. Wedding rings are a particular strength, available in everything from classic gold and platinum to Scottish gold.
For those seeking something with meaning, the Secret Hearts, Seasons and Primula Scotica collections are worth exploring. And with a new Kirkwall flagship in development for 2027, the Sheila Fleet story is far from finished.
sheilafleet.com
