Selfridges Birmingham continues to be Destination Christmas, but this year makes gifts extra special with unique, personal twists.

Mystical forests, legendary symbols, golden treasures and all the magic of Christmas will feature in Selfridges’ Christmas this year as it celebrates the art of storytelling and its power of enchantment.

However, fairy tales and enchanted stories won’t be the only focus of storytelling at Selfridges. The store will also shine a particular light on unique products, exclusive gifts and limited editions with a captivating story to tell.

This year’s main festive theme – storytelling – which will run throughout Selfridges, will support the return of the Destination Christmas formula, successfully launched in 2013, which offers shoppers streamlined bespoke services and easy-to-shop product areas for a pain-free Christmas. Bliss.

Golden products

Gold often symbolises treasure, reward and temptation in storytelling. It will feature highly this year, not only amongst the exclusive selection of gifts created for Selfridges by small-scale suppliers and renowned brands from around the world, but also across the stores’ Christmas visual merchandising and decorations.


It’s not just for kids, find fantasy-inspired products across all of our departments, whether it’s Snarkitecture x Beats By Dre Headphones showcased on a Sleeping Beauty-ready marble pillow, or our Alphabet make-up bags complete with messages from your favourite childhood stories – there’s a Christmas fairytale for everyone at Selfridges.

Bespoke gifting

Make this Christmas truly special by saying it with Selfridges – transform extraordinary products into truly unique gifts, from embroidered cashmere scarfs, fun personalised jars of Nutella and Mr. Men prints, to the real Santa Sack - with your or your loved one’s name on it.

Foodies rejoice, as we’re even bringing personalised chocolate from Be Mighty Fine, and live fudge-making from Fudge Kitchen into the store, for devilishly decadent sweet treats. There will also be calligraphers and engravers in the store every weekend in December, to pen special Christmas wishes on your extra special gifts.

Personalisation services

Harrow & Green personalised santa sacks, £22.

Art You Grew Up With (Mr Men and Little Miss prints and mugs), from £9.99.

Personalised Nutella, £3.99.

Johnstons scarves embroidery, £5 per letter, with scarves starting from £25.

Aspinal foil embossing, £15 for four initials, available on all Aspinal products with a flat surface (such as wallets, purses and card holders).

Be Mighty Fine chocolate - pick your own flavour combinations and personalise the packaging, £5.75 for 80g.

The Christmas shop on 1

Will include decorations and toys, returning as part of Destination Christmas. Beautiful, fun and often enchanting pieces will be on offer as pick-up items and collectables, all organised in trends, themes and single destinations for hassle-free shopping.

Entertainment and Elfridges

With entertainment in Selfridges’ DNA, this Christmas the store will harness the power of storytelling with a dazzling showcase of interactive events and live acts.

There will be a dedicated programme of live musical entertainment in store each Saturday in December and Santa will roam with his elves all weekend.

Fairy tales and the concept of enchantment will come to the fore, with roaming storytellers joining us on Sundays in December.

Taking all the stress out of Christmas shopping, our legendary Elfridges return this year, offering complimentary gift list advice and personal shopping.

Storytelling at Selfridges was enchanted indeed this Christmas…..