Loriblu shoes has The X Factor at their London launch

Owner Anna Rita couldn’t quite hold back the tears as Loriblu opened their first London store last week.

The Xtra Factor's Sarah-Jane Crawford — The Xtra Factor’s Sarah-Jane Crawford

Me with the goodie bag containing perfume

Owner Anna Rita can't control the tears — Owner Anna Rita can’t control the tears

The X Factor spin-off show presenter applauds after a speech

While Cheryl Fernandez-Versini was literally around the corner performing and turning on the Christmas lights, celebrities including Donna Air and Les Miserables movie actress Samantha Barks didn’t let the crowds on Oxford Street stop them from showing their support for the Italian brand which is home to some of the best footwear styles I have ever seen.

The Xtra Factor host Sarah-Jane Crawford was on the decks providing tunes as we sipped on champagne and eyed up the beautiful shoes, clothing and accessories.

Guests mingled downstairs around the charcuterie and cheese station while servers brought canapes around including beetroot and pistachio smoked ricotta salad and seared prawn in truffle oil and olive tomato purée.