Madison Avenue, long known for housing iconic luxury jewelry brands, is experiencing a renaissance with a new wave of contemporary jewelers. This revival is adding a fresh allure to the Upper East Side, with brands such as Foundrae, Sauer, and Irene Neuwirth breathing new life into established names like Graff, Fred Leighton, and David Webb.
The latest luxury jeweler to join this elite stretch is Van Cleef & Arpels, which has opened a stunning new boutique in a renovated townhouse at the corner of Madison Avenue and 62nd Street. The boutique occupies a historic 1920s red-brick landmark that was once home to Hermès, offering an elegant fusion of art deco design and modern luxury.
The five-story space features an opulent interior that seamlessly combines French high jewelry tradition with a whimsical yet restrained vision of luxury. The boutique’s design, overseen by Fresco Decorative Arts, includes silver-leafed ceilings and a striking Veronese chandelier in the entryway, evoking both grandeur and charm. As light shifts throughout the day, the silver ceilings reflect a dynamic blend of dove gray and iridescent sage green.
Helen King, president and CEO of Van Cleef & Arpels Americas, described the boutique as a representation of the brand’s “singular universe.” King emphasized the brand’s commitment to craftsmanship, design, and enchantment, saying that every detail of the boutique has been crafted to reflect the company’s heritage while creating a unique New York experience.
The boutique’s art deco theme is reinforced through every design element, from the architectural textures to the intricate lighting. Concealed windows on the building’s facade feature patterns inspired by the Ludo bracelet, and a sweeping spiral staircase leads visitors to the second floor, where a Gatsby-era-inspired sitting room awaits. The room’s hand-painted wallpaper, designed by Fromental, features delicate pink florals, a highlight of the floor. Visitors will also find archival jewels on display, including Marlene Dietrich’s famous mystery-set ruby Jarretiere bracelet.
The private salons on the third through fifth floors offer an exclusive experience, available by invitation only. The fifth floor, in particular, showcases art deco glamour with a black lacquer fireplace, a dramatic gold-edged mirror, and an inviting bar area, complete with lounge seating in luxurious celadon velvet.
A rooftop is also set to debut in the spring, adding to the boutique’s allure with plans for an enchanting, fairy-tale inspired space.
This new Van Cleef & Arpels location is more than just a jewelry store—it’s a celebration of craftsmanship and design that elevates Madison Avenue’s status as a premier destination for luxury shopping.
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