All that Glitters

Arriving fashionably late at the Swarovski Crystallized Cosmos & Lounge launch, a precious stone's throw away from Liberty on Great Marlborough Street, the party was in full swing.

Set across two perfectly polished floors with jewels neatly displayed in pristine white cabinets like pills in a Damien Hirst work, the store has a distinct museum feel to it. Sipping a glass of ice-cold Moët and nibbling on a pancetta parcel, I explored my surroundings, peering into the cabinets that danced with light.

A media crowd of sharp suited guys and dolls with iron-straight hair in bucket hats, lots of black and green plastic boots mingled over Mojitos and Lychee Martinis listening to the invisible DJ play retro disco á la Studio 54.

Spotting a heavily pregnant and luminous Nadia Swarovski, I weaved through the crowd to ask her about the concept of the store.

"I wanted to offer customers what we offer designers in our showrooms. You can design your own necklace online or in the store and customize by picking the stones and colour combinations."

I couldn't resist asking about the bump – "It's due any minute now!"

Any fashion week highlights so far? "I had to skip the shows today but will hit them hard tomorrow. I'm looking forward to Chris Kane and Giles, because they've designed jewellery lines for me that will debut on the runway."

Making my way to the bar for another Moët, I spot Cuba Gooding Jr. surrounded by a gaggle of girls. Fresh from the BAFTAs last night and dressed in a black flat cap and burgundy blazer, I haul him into a corner to quiz him about fashion, suppressing the temptation to greet him open armed with 'Show me the money!'

So what brings you here Mr. Junior? "I wanted to see some of the rocks on display! I heard about the continuous fashion show upstairs and loved the idea – it's awesome for people who couldn't get a ticket."

Which shows are you looking forward to? "I'm really looking forward to Vivienne Westwood. She designed all the clothes for my movie Shadowboxer with Helen Mirren."

What do you think of the London fashion scene? "It's dynamic and electrifying. You feel the influence of the city, architecture and history in the people and the clothes." And with that, he's off, like an ace slotted back into the pack of beautiful girls.