Iconic jewelry company Tiffany & Co has announced plans for a luxurious new store on Oxford Street.

The brand new store will be built inside Selfridges, one of London's most prestigious stores, and it will feature some of the world's most popular platinum jewelry.

It will also include a private sales salon and some "signature details of the jeweler's famous New York flagship store". Fans of the New York outlet will recognize ebonized Makore and mahogany woods as well as brushed stainless steel showcases.

"Oxford Street has long been one of the city's major shopping destinations," said Melvyn Kirtley, president of Tiffany & Co UK. "With the big names in luxury retailing concentrated in the elegant new Wonder Room at Selfridges, Londoners and tourists alike have even more reason to visit Selfridges.

"When they do, they will find the Tiffany & Co shopping experience awaiting them, with the quality, craftsmanship and service for which we are known worldwide."

The store will include jewelry designed by the likes of Elsa Peretti, Paloma Picasso, Frank Gehry and Jean Schlumberger - the man responsible for the beautiful platinum and gold bird which sits atop the Tiffany Diamond.

Those visiting the boutique from September this year can also expect "the world's finest diamonds in dazzling engagement rings" as well as "jewels in platinum and 18-karat gold setting".