London has long been the shopping capital of the world. With several department stores, niche boutiques and countless stores stocking the best of British and international design, it can be hard to know where to start.

Bond Street and Knightsbridge are already famous for their luxury flagship stores, but other areas such as Notting Hill, Belgravia and the Sloane area, have become destination shopping areas in their own right, with smaller boutiques selling luxury products by new brands and designers.

A notable change in the last couple of years is the arrival of foreign high-end jewellery brands, particularly in Bond Street, with salons such as Harry Winston, Leviev and De Beers, and the emergence of more costume jewellery designers. Fashion and interior design have also received a boost. Such is the wealth of choice in London that in order to guarantee a really enjoyable and rewarding day's shopping, preparation and even inside knowledge, are essential.

Rule number one may seem obvious, but being polite to shop assistants is key to getting access to the new must-have limited edition handbag. A little goes a long way in avoiding seeing it go to the customer behind you in the queue. Assistants are powerful people and will often go out of their way to get you a product from another store, or tip you off in advance about new arrivals if you can build a rapport with them.

Explains one assistant at an exclusive Sloane Street fashion store: "There is competition among us to get our regular customers the new best-seller. Some of the products in the glossy magazines never make it to the shop floor because we've already reserved them for our good customers."

The 'waiting list' culture is rife in central London. Hermès famously has a long list for their Kelly bag, named after the late Princess Grace (Kelly) of Monaco – there is even a waiting list to get onto the waiting list. Neighbouring shops have similar services, and as an assistant explains: "The Autumn/Winter season arrives in the shop in July and August, but the waiting list opens about a month before."

Some stores have an in-house Personal Shopper, including fashion designer Caroline Charles in Beauchamp Place, who will spend an afternoon helping you put a wardrobe together. Harrods department store also has a luxury 'By Appointment' personal shopping department, equipped with luxury consultation rooms and assistants who will do the shopping for you.

"Some of the products in the glossy magazines never make it to the shop floor because we've already reserved them for our good customers."

Getting Good Deals

Not all stores have sales, but most like to clear their stock before the new season. Ask to be put on a mailing list for discounted shopping events and receptions.

Negotiating the price is not the done thing in luxury flagship stores, although there are exceptions to the rule. A seasoned shopper was overhead asking an assistant in Bond Street if this was the 'best price' for a handbag and was told the item was due to be marked down in the forthcoming sale. She walked off with it there and then at the reduced price.

Another way of finding out about bargain designer shopping in London is to sign up to www.fashionconfidential.co.uk, which has access to exclusive sample and end of season sales before the general public even gets a look in.

For both vintage and more modern design pieces at knock down prices, why not try a second hand store, where many of the pieces will still have the lables on, having never been worn. One of the most established second-hand designer stores is Pandora in Cheval Place, Knightsbridge. This is where you can pick up pieces by Chanel and Prada for ¼ of the original price. Charity shops such as Housing Trusts can also be a gold mine as some people generously pass on their 'regret buys', but these usually get sold very quickly.

Where to Shop

Jewellery: London has long been the world centre for fine jewellery and this month sees the inaugural Coutts London Jewellery Week from June 11 – 15. This week will showcase the city's status as the home of world-class jewellery design and a number of receptions, workshops, a catwalk show and exhibitions will be organised by London's most exciting jewellers including Nicholas James, David Marshall London, and Hofer & Co. To see Coutts Woman's 'editor's choice' of events during the week, click here. (LINK to Events calendar) Hatton Garden is the heart of the London jewellery scene - where young professionals buy their engagement and wedding rings. Here you often get served by the owners of the stores who are passionate about each individual piece and want to make sure you get what is right for you – and that you come back for more!

Portobello Road antiques market in Notting Hill is a must for visitors and popular on Saturdays. Old watches and antique jewellery fly over the counters as people come from abroad specifically to shop here. Camden in north London is also an exciting place to look for unique and less expensive pieces.

Fashion: Mayfair is home to some of the great international labels, but there is plenty of homegrown talent. Among our favourites are Amanda Wakeley for full-on red carpet glamour, Bruce Oldfield for his 'occasion dresses' and Stella McCartney for her youthful and energetic look.

Accessories: Department stores are strong on accessories and Harrods has one of the most comprehensive handbag sections on the ground floor. For less premium handbags search the stores off Bond Street such as Bruton Street, or in Belgravia and Notting Hill where it is possible to find beautiful originals, which sometimes become collector's items.

Shop & Relax or Plan Ahead: If you have a couple of hours to spare and want to combine shopping with socialising, then the Duke of York shopping area off Sloane Square is the place to be. Here is an excellent choice of cafés and restaurants and affordable shops – popular on a sunny day – and it is only a stone's throw from the revamped lower end of Sloane Street with shops such as Lulu Guinness, Maria Grachvogel, Chloé and Links of London to name a few.

A day's shopping in Knightsbridge might look like this: start early at a department store (avoid the crowds), i.e. Harrods or Harvey Nichols, and move on to Beauchamp Place, famous for its exclusive fashion and jewellery stores. Round the corner is Walton Street, which is heaven for young families: children's clothes by Marie-Chantal (Crown Princess of Greece), interior boutiques, shoes, fashion and estate agents. Nearby is the Fulham Road and Kings Road, which takes you full circle into Sloane Street.

Two days of shopping in London allow you to add Mayfair and the more tourist-friendly Covent Garden to your itinerary. For the serious shopper Notting Hill is another must with its small designer boutiques, restaurants and art galleries. Some designer labels have sister boutiques here as the area attract the high-spending young professionals.

High-end brands are focused around Mayfair, Knightsbridge and Notting Hill, but places such as the East End and Camden have been extensively re-developed recently and have their own edgy style and are worth a visit too.

By Ulla Kloster, Kloster Communications,
Big Spender magazine