Pilgrim, the Danish jewelry brand which specializes in Scandinavian-style minimalism, offering gold and silver-plated jewelry, watches, and sunglasses, has officially opened its doors at CF Masonville Place. This milestone marks the fourth location within the Cadillac Fairview portfolio, joining successful outposts at CF Toronto Eaton Centre, CF Rideau Centre, and CF Carrefour Laval. As a first-to-market entry for London, Ontario, the boutique offers a permanent, full-concept experience, including a professional in-store piercing studio, that fills a unique niche for sustainable, ethically crafted accessories at an accessible price point.

The opening is a significant win for CF Masonville Place as it continues to curate international brands that resonate with a younger, value-driven demographic. Located on the Level 2, this expansion highlights the deepening partnership between Pilgrim and Cadillac Fairview.