Burlington Arcade: A History of London's Most Prestigious Shopping Destination
The Jewel of Mayfair
Burlington Arcade is not merely a shopping destination — it is a living monument to over two centuries of British luxury and craftsmanship. Running between Piccadilly and Burlington Gardens in the heart of Mayfair, this covered walkway has been home to the finest jewellers, watchmakers and luxury retailers since 1819.
For Sterling Diamond, there is no more fitting address.
Origins: Lord George Cavendish's Vision
In 1818, Lord George Cavendish (later the 1st Earl of Burlington) commissioned architect Samuel Ware to design a covered shopping arcade adjacent to Burlington House (now home to the Royal Academy of Arts). His stated motivation was practical — to prevent passers-by from throwing oyster shells and other refuse over the wall into his garden.
The arcade opened on 20 March 1819, making it one of the earliest covered shopping arcades in Britain and a precursor to the modern shopping mall.
The Beadles: London's Oldest Police Force
Burlington Arcade is patrolled by Beadles — top-hatted, frock-coated officers who enforce the arcade's traditional rules:
- No singing
- No whistling
- No hurrying
- No carrying large parcels
- No opening umbrellas
Originally recruited from Lord Cavendish's regiment (the 10th Hussars), the Beadles represent the longest-serving private police force in existence. Today, they serve as both security and ambassadors, welcoming visitors and maintaining the arcade's unique atmosphere of unhurried elegance.
Architectural Evolution
The Original Design (1819)
Samuel Ware's original design featured a single-storey arcade with 72 small shops, each measuring approximately 8 feet wide. The Regency-style architecture featured arched windows and a glazed roof that flooded the walkway with natural light.
Victorian Modifications
During the Victorian era, the arcade was extended and modified. The Piccadilly entrance was redesigned in 1911 by Beresford Pite, adding the grand triple-arched façade that visitors see today.
The 2018 Restoration
The most recent major restoration, completed in 2018 by Jamie Fobert Architects, carefully preserved the arcade's heritage while modernising its infrastructure. The restoration included:
- Repair and cleaning of the original stonework
- Restoration of the glazed roof
- Sympathetic lighting design
- Improved accessibility
- Preservation of the original mahogany shopfronts
Burlington Arcade and Horology
The arcade has been associated with fine watchmaking and jewellery since its earliest days. In the 19th century, several of London's most respected watchmakers maintained premises here, serving the aristocracy and gentry of Mayfair.
This tradition continues today. Sterling Diamond is proud to be part of this heritage, offering luxury watches and fine jewellery in a setting that has hosted the world's finest craftsmen for over 200 years.
The Arcade Today
Burlington Arcade houses approximately 40 boutiques, including:
- Fine jewellery and watches — including Sterling Diamond
- Luxury fashion — Chanel, Manolo Blahnik, Lulu Guinness
- Bespoke services — perfumery, leather goods, cashmere
- Heritage brands — many tenants have occupied their units for decades
The arcade attracts approximately 4 million visitors per year, making it one of London's most visited luxury destinations.
Visiting Sterling Diamond at Burlington Arcade
Our showroom is located within the arcade, offering an intimate and unhurried environment in which to explore our collection of luxury watches and fine jewellery.
What to Expect
- Personal service — our specialists provide one-to-one consultations
- No appointment necessary — walk-ins are always welcome
- Private viewing — available by appointment for significant pieces
- Refreshments — complimentary tea or coffee during your visit
Getting Here
Address: Burlington Arcade, Mayfair, London W1J 0QJ
Nearest Underground stations:
- Green Park (Jubilee, Victoria, Piccadilly lines) — 2-minute walk
- Piccadilly Circus (Bakerloo, Piccadilly lines) — 5-minute walk
Opening hours:
- Monday to Saturday: 10:00 – 18:00
- Sunday: 11:00 – 17:00
Parking
- Q-Park, 1 Park Lane (5-minute walk)
- NCP, Brewer Street (10-minute walk)
A Note on Burlington Arcade Etiquette
When visiting the arcade, remember the Beadles' rules: no whistling, no singing, no hurrying. Take your time. Burlington Arcade is designed for leisurely browsing and the quiet appreciation of beautiful things — much like the watches we sell.
Sterling Diamond — Burlington Arcade, Mayfair, London W1J 0QJ