My Store London: Oliver Proudlock on his impartial manufacturers


Shop in London

Oliver Proudlock has made a name for himself as a West London supporter since his debut on the BAFTA award-winning reality show Made in Chelsea in 2011.

After his departure in the tenth series, Proudlock founded his men’s jewelry brand Serge DeNimes, which specializes in boy bling made of high-quality sterling silver. But it’s not all work, work, work for the designer. He recently announced that he married his long-time girlfriend Emma-Lou in a low-key and Covid-compliant affair last year.

But is all West London for the Eton alum? Where else in London does he love? We caught up with him to discuss everything that is small and to keep it local.


What part of London do you call home?

What are your independent businesses in your neighborhood?

Hagen is my favorite coffee spot, the River Cafe is my favorite Italian restaurant and HG Walter is the best butcher.

Which independent brands are you buying from this summer?

I am really looking forward to shopping in a real store. Shopping online is great, but it’s much better to see it in person. Very excited to visit UK brands like Christopher Raeburn and Oliver Spencer to name a few.

What is the best gift you have ever given or received?

It’s hard to imagine the absolute best gift I’ve ever received, but if I had to choose I’d say my wife Emma-Lou’s vintage AP watch. Regarding the best gift I’ve ever given, I’m not sure if this counts, but I’d say the engagement ring I designed for my wife. A great gift with an even bigger meaning.

What’s the best thing you’ve ever done in London?

An open bus city tour.

How do you treat yourself

A massage either at home or anywhere on site.

What are your favorite London hotspots that you will return to as soon as possible?

I go to The Ivy Chelsea for dinner in the garden, the River Cafe for a long lunch of delicious Italian food, Bob Bob Ricard for a special evening with my wife, and Borough Market for a day where I enjoy some of the best food Try London’s market stalls. As you can probably see, I am obsessed with food, I have it all planned!

I also can’t wait to get back to Carnaby Street, a melting pot of my favorite brands. I’m opening a pop-up there for my Serge DeNimes jewelry brand in mid-May, which will make it even more special.

Best kept London secret?

A secret beach in Wapping on Pelican Lane. My wife and I are in the process of bringing a rosé wine to market with two close friends. Since we couldn’t get to France, we took pictures there on the beach!

What do you love most about the London shopping scene?

I think it’s great that there is something for everyone. Diversity is key to making London’s shopping scene so great.

What lessons will you learn from lockdown in normal life?

Be grateful for everything, don’t take anything for granted.