FoundRae
777 Madison Avenue
Opened: October 2024
Since launching a flagship store in Tribeca in 2018, FoundRae founder and creative director Beth Hutchens has added a second location in central Manhattan. The new boutique’s vibrant red interior references the monochromatic palette of late fashion editor Diana Vreeland’s Park Avenue apartment, and the store decor includes centuries-old Japanese temple robes with faded stamp marks. Symbolism is an essential element of FoundRae’s collections, making these color choices deeply intentional; the hues from the robes, for instance, reflect strength, one of the brand’s core tenets.
An impressive selection of antique books that Hutchens has amassed over the years greets visitors as they enter. FoundRae medallions, gold chains, and talismanic jewels are on artful display throughout the store, which includes a dedicated room for the brand’s Vertu collection of plates, glassware and brass pieces. FoundRae doesn’t have virtual try-on options, favoring in-store personal stylists who can guide collectors.
PDPaola
346 Bleecker Street
Opened: December 2024
“Our jewelry is all about timeless elegance with a modern edge, and the store reflects that philosophy,” says creative director Paola Sasplugas, who founded PDPaola with her brother Humbert. “The design is sculptural yet minimal, with organic shapes and a warm, inviting atmosphere.”
The Barcelona-based fine and fashion jeweler picked a West Village location to debut on the US scene. From virtual try-ons to videos that tell the story behind each collection, the boutique invites customers to interact with the jewelry. “We see the store as an extension of the digital experience — seamless, intuitive and inspiring,” says Jason McNary, the brand’s CEO for North America. The Spanish company showcases its latest releases alongside its signature collections, as well as pieces in 18-karat gold with lab-grown diamonds. For its most recent fine-jewelry campaign, the boutique hosted a launch party with the brand’s ambassador, actress Kelly Rutherford.
Trove
301 West Fourth Street
Opened: November 2024
For its first US boutique, this Australian jewelry-box company picked the West Village for its “jewel box of a store,” according to brand director Seth Gravelyn. The atmosphere echoes company founder Hannah Ward’s enthusiasm for vintage objects.
“The space transitions from a bright, welcoming entryway to a moody, sophisticated setting adorned with green textured wallpaper and lacquered walls, mirroring the luxurious features of our jewelry boxes,” Gravelyn explains. The bejeweled latches on the door add the final touch to the Trove-box-like decor. Clients can sit at a dressing vanity, try on jewelry, and envision how they would store their jewels in a Trove piece.
The space also displays works by women artists such as Line Vautrin, Rachel Lancaster and Sanam Khatibi. Trove’s designer-in-residence program introduces clients to established and emerging designers such as Antwerp-based Dries Criel and the Beck brand from New York-based creator Rebecca Zeijdel-Paz.
Sauer
800 Madison Avenue
Opened: November 2024
This is Sauer’s first store outside its native Brazil. Combining the jeweler’s national identity with its American home was key; the store’s architecture mirrors Sauer’s commitment to Brazilian heritage and artistry, according to creative director Stephanie Wenk. São Paulo-based architectural firm Estudio Tupi designed the space, which features Brazilian stones and modernist design and furniture.
“The store embodies the brand’s vibrant and playful spirit, seamlessly integrating elements that reflect the essence of its jewelry collections,” Wenk says. “The store’s design not only showcases jewelry, but also serves as a cultural hub.”
The physical location complements Sauer’s robust online presence by providing access to the brand’s varied collections, which boast sinuous, bold lines and give lush colored gemstones a central role — particularly Brazilian emeralds. “This omni-channel approach ensures a seamless transition between online exploration and in-person appreciation,” Wenk states.
Effy
590 Fifth Avenue
Opened: December 2024
The opening of Effy’s first brick-and-mortar store coincided with the 45th anniversary of its founding by Effy Hematian, who passed away in 2023.
“While our online platform offers limited access to our full collection, our flagship store offers one-of-a-kind pieces that will never be available to the public online,” says company president Bobby Hematian.
Guests can engage with these exclusive pieces firsthand, “feeling the craftsmanship, exploring intricate details, and receiving personalized guidance from our experts.” Screens throughout the store showcase the jeweler’s latest designs and highlight signature collections such as the Panther series and rainbow-sapphire pieces.
Around the same time as the store opening, the company introduced Promise by Effy, a sub-brand of fashion and bridal jewelry featuring lab-grown diamonds. These and other jewels ranging from mined diamonds to silver items are available at the Fifth Avenue address, making it a full-spectrum destination.
Marina B
673 Madison Avenue
Opened: April 2025
Bold, innovative design and a fearless use of color are at the heart of Marina B’s DNA, says CEO and creative director Guy Bedarida. This aesthetic comes through in the decor of the brand’s first flagship store, home to its core collections as well as vintage and unique pieces unavailable anywhere else.
“Fine and high jewelry is a very personal experience, and being able to try on various styles and colors allows the client to find the perfect piece,” Bedarida explains. “The tangible reality of the boutique will enfold the client in an experience curated for her that cannot be achieved through technology.”
The creative director will be available by appointment to reimagine archival pieces or create new ones. “In the grand tradition of high jewelry, customers will have the opportunity to bespeak one-of-a-kind jewels…for milestone life events and the satisfaction of their connoisseurship,” Bedarida says.
Marlo Laz
965 Madison Avenue
Opened: October 2024
This maximalist boutique is the brand’s second location after its Bleecker Street store, which launched in 2019. Pink walls evoke colorful cities like Jaipur, Venice and Marrakech, and the furniture includes antique French chairs and couches from the flea market outside of Paris. All these elements nod to different destinations that have inspired designer Jesse Marlo Lazowski. They also connect to the brand’s 2014 debut collection, La Trouvaille — French for “unexpected find.”
That’s “the feeling I wanted people to experience when they first encountered Marlo Laz, and how they feel in our stores — that spirit of a lucky discovery,” says Lazowski. Clients can fully customize their Porte Bonheur coin charms or bangles thanks to a proprietary tool available in-store on iPads and at home on the brand’s website. The jeweler hosts events and parties for its collectors, ranging from wellness panels to designing custom caviar tins.
HStern
540 Madison Avenue
Opened: December 2024
This 80-year-old Brazilian brand is present in over a dozen countries, and its Madison Avenue store is now open. The new boutique’s architecture matches the jeweler’s aesthetic through curved designs and organic shapes. The custom-made metallic structure on the facade reflects the brand’s identity, while the interior is light and neutral, with wood and leather throughout.
“Like our collections, it embodies understated luxury,” says creative director Roberto Stern.
Clients are greeted with champagne and brigadeiros, a Brazilian dessert. The company’s best-selling series, such as Fluid Gold, Stars, and Genesis, are on offer, though virtual try-ons are not. “We have conducted some tests, but clients prefer to bond with our team and have a more tangible and intimate interaction with the jewelry,” says Stern.
Main image: FoundRae founder Beth Hutchens in the Madison Avenue store. (FoundRae)
