A dazzling in-store party to launch Elys Urban Beauty brightened an unseasonably chilly May evening. The official opening of our stores’ final phase of its multi-million pound development was abuzz with activity where guests were treated to makeup demos, skincare consultations, express beauty treatments, a glass or two of fizz and goodies.


Before the party had even started, a queue of excited customers lined outside the entrance of the department store – which was dressed with a spectacular balloon arch, boldly letting passers-by know something major was happening – and were eager to be some of the first to step foot inside Urban Beauty. Of course, at Elys we love to surprise and delight and this night was no different as the first 300 customers were each handed a ticket which secured their Elys Urban Beauty goody bag packed with treats from M.A.C, Londora Nail Boutique, Aveda and Gina Conway, Dermalogica, Clarins, NARS and so much more!

Our VIP guest, TV presenter and DJ, Ashley James known on social media for her inspiring messages incorporating beauty, wellness, fashion and lifestyle, arrived with no makeup ready to take her seat in the MAC Cosmetics demo area. It was here PRO Artist Pia Gartner got straight to work, creating a flawless natural look on Ashley before she made her way around the new space, exploring all that Urban Beauty has to offer.

A hotbed of local influencers, including Lady Wimbledon, Helen Canning-Ford, Karine Tor, Charlotte Broadbent, Alexandra Naylor and Sisley White, to name a few, joined us to celebrate and indulge in treatments at the new Dermalogica treatment area and Londora Nail Boutique.

Meanwhile, upstairs, Gina Conway and her fabulous team were pampering guests in the beautiful salon and spa offering hair styling and mini massages. Having been in Wimbledon and across the road from our department store for over ten-years, we are delighted to welcome Gina and her clients to Elys Urban Beauty.


Back downstairs, between playing with products, posing in front of the photo booth and getting insider beauty tips from our expert artists, stylists and therapists, guests snacked on macaroons, fruit skewers and custom Urban Beauty pick & mix.

With the prosecco flowing, Pinkster serving delicious raspberry-flavoured cocktails and our resident DJ playing a set of mood-boosting tunes the party was in full swing.