Landing at Terminal 5 for the final time in 2010. Having started in Puerto Rico, this trip continued in Palm Beach and Miami and finally concluded in Beverly Hills with the opening of our first flagship store in the USA.  It does feel good to be heading home even with my nomadic tendencies.

Tonight is the final Seven Deadly Sins party and hopefully the most dramatic finale to what has been a world tour of events that have seen 16 of our retail partners create pure theatre around the rings. Starting with Saks 5th Avenue in New York back in September and ending tonight in the amazing venue of The Old Vic’s Tunnels, Waterloo.  

 The Rodeo Drive store opening last night was amazing. It was supposed to be a soft opening, thrown on a shoe string but the Brits in LA came out in their droves to support us. Kate Beckinsale glowed (literally, how does she do it? Could be the plutonium in the water); David Walliams also glowed (but that was probably because he was seeing his missus Laura the next day); Rosanna Arquette and a whole host of others put the Stephen Webster No Regrets Lounge, art gallery, sometimes pop up restaurant and of course jewellery shop on the LA map.  

For Assia, Claire and I it was straight to the airport to head back home and host the last 7DS event… ever! Even the bad fella downstairs has to draw the line somewhere and for us it was those Old Vic’s tunnels. And what a perfect place to end it all. A cast comparable in numbers to that of “the charge of the light brigade” put on a show that only SW can.

It’s amazing what absinthe can do to otherwise relatively normal people.

We were offering a genuine tattoo display by Dan my menswear designer (who was a tattoo artist when I found him) who spent the evening working on a leg piece on his brother… we kept it in the family for fear of being sued. Meanwhile two tattoo assistants were applying SW designed temporary tats. While there was all of the sins and no regrets in the mix, the most popular was of course the line made famous by The Dead Kennedy’s “Too Drunk to f—K” . Admittedly it was penned beautifully. In my defence they were all adults and if you get that put on your neck before an important meeting the next day you only have yourself to blame.

SW