Oxford Street isn’t dying, insists jeweller Pandora

The world’s biggest jeweller has said Oxford Street is on the mend.

London’s famous West End heartland is blighted by tacky sweetshops after illustrious names shut.

But Pandora, whose brand ambassador is actress Millie Bobby Brown, and which has around 230 UK stores, opened its third on Oxford Street yesterday, and is bullish about the future.

‘Oxford Street is on a path to recovery,’ said property director Andrew Milner-Walker.

‘Our confidence in the High Street’s rejuvenation is one reason behind our decision to extend our investment in London’s prime shopping location.’ 

But in a fresh setback furniture seller Ikea new store opening is being pushed back as its building needed more work – with a planned opening in autumn 2024.

Another big name set to move in is HMV, which is reopening its old store after a four-year absence.

A shift to online shopping and the pandemic have left the street a shell of its old self. 

Watches of Switzerland chief executive Brian Duffy said: ‘I’d almost describe it as a bit of a national embarrassment.’