"Lola & Grace is like Swarovski's younger, more mishevious sister," explained Nina. "It's aimed at young women, who love Swarovski, but can't necessarily always afford it."
Using the exact same crystals as you'd find in mainline Swarovski pieces, lola&grace jewellery features slightly different combinations of metals and materials to achieve a far more accessible price point - and with a more eclectic, informal aesthetic.
"Lola and Grace are these two characters which we feel represent our consumer," continued Nina. "Lola is very daring, outgoing and adventurous, whereas Grace is slightly quieter, more bohemian and well, graceful. Some days you may feel like a Lola, some days you may feel like a Grace.
"The brand is all about friendship, and togetherness and this real sense of community - being accessible, and original. It's not just about the product and the store, it's about the concept, and connecting with the consumer."
Hence the interactive website, where fans can download music, and the innovative in-store hotspot, which allows shoppers a chance to connect online and play Lola & Grace's exciting Crystal Lottery - a virtual jewellery-themed slot machine which gives you the chance to win prizes (but only from now until 25th March!)
And speaking of prizes...
To celebrate the opening of the first ever lola&grace store, we've got an exclusive 'Cascade' necklace and earrings set to give away, as well as a £100 gift voucher to spend in-store.
For more on the world of lola&grace, visit lolaandgrace.com