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| The Ivanka Trump Fine Jewelry boutique. |
Ivanka Trump Fine Jewelry has been expanding in a number of ways during the past year. The brand has released fine jewelry collections aimed at different markets. In addition, Trump herself has been traveling the world promoting the company’s collections to new audiences. To coincide with this expansion the brand recently moved from its “jewel box”-sized space on Madison Avenue to a 2,400 square-foot, bi-level boutique in SoHo giving its uptown chic a downtown vibe.
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| One of the standalone jewelry display cases. |
The New York flagship store at 109 Mercer St. that opened in late November has many of the same luxurious and feminine qualities of the prior store along with dedicated spaces for a lounge, bridal jewelry and special events. Designed by NY3Design, the space uses art deco and classical elements in black and white (the colors of the brand) along with large touches of Ivanka Trump’s signature coral, and light brown and cream tones. And, of course, there are plenty of mirrors.
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| The VIP room and lounge. |
The store houses nearly all of the Ivanka Trump Fine Jewelry collections along with accessories from some of her other product lines. Entering the long narrow space, the first items shown are designed to be accessible to younger jewelry lovers, such as those who live in the neighborhood. Strolling along a custom-designed white carpet with black patterns (created by ABC Carpet & Home), the space narrows a bit where there’s a full-length mirror on the left and a mirrored wall on the right with shelving and spaces that contains more upscale jewelry designs along with Ivanka Trump handbags and other accessories. In between is an updated version of standalone antique display case, using a curved solid white frame topped with a separate glass case. These standalone displays are located throughout the store.
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| The stairway that leads to the bridal salon. |
As you continue the space opens again to a small lounge area. The area is a place where men can wait while their significant other is shopping. The folks at Ivanka Trump swear that men are welcome but this is a store designed for women (even the lounge area). Beside the lounge there’s a separate “VIP” room for private consultations. This area contains Trump’s new Downtown jewelry collection, created specifically for the new store.
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| The view of the bridal salon from above. |
Past the open space a large Schonbek chandelier hangs overhead. Beneath it is the lower level, which serves as the store’s dedicated bridal salon. You descend into the space on a stairwell. The bridal area contains individual display cases showing Trump’s wedding bands along with ethically sourced engagement rings and bridal jewelry. Comfortable sofas, chairs and tables, and even a makeup table, giving a touch of home, are located throughout the area. This space is large enough for bridal parties and other special events, including the “Champaign Saturdays” that were popular at the Madison Avenue store.
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| The furnishings inside the bridal salon. |
What’s next for the jewelry brand? A move to China? Stay tuned.