Multi-brand mogul Ivanka Trump moved her jewelry boutique from Madison Avenue to Soho last week, settling on a two-story spot packed with diamonds, black onyx, and pearls. At nearly three times the size of her former flagship, the new store will showcase shoes, handbags, apparel, and (early next year) watches, in addition to fine jewelry. The black, white, and coral interior — complete with a glittering Schonbek chandelier, stingray display cases, and white leather furniture — is meant to be inviting, rather than daunting. “There’s still a luxury sensibility, but not to the point of being off-putting,” explained Trump. “So often, jewelry retailers in the luxury realm have used intimidation to their advantage.” Instead, she’s instated Champagne Saturdays, when couples are encouraged to peruse the cases and scope out the conflict-free bridal bar upstairs. Click ahead for a look inside.
Ivanka Trump Fine Jewelry, 109 Mercer St., nr. Spring St.
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The black, white, and coral interior was designed by David Freire and Laura Reddy of NY3Design.
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Jewelry cases line the mirrored walls.
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Pearl, diamond, black onyx, and eighteen-karat-gold jewelry from the Tassel collection.
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Seats at the bridal bar, which contains wedding bands, sustainable engagement rings, and other wedding jewelry.
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The boutique is meant to have a female-friendly, non-intimidating atmosphere, says Trump.
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A seating area on the second floor includes coffee-table books like The Phaidon Atlas of 21st Century Architecture and New York Deco.
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A Schonbek chandelier hangs overhead.
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The view from the second floor. The signature carpet design was created by ABC Carpet & Home.
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The first-floor jewelry bar.
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Bubble bib necklace with rock crystal and diamonds, $34,000; reversible Bubble earrings, $55,000; diamond and rock crystal Bubble cuff, $125,000.
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South Sea pearl necklace with oval diamond clasp, price upon request; large oval diamond earrings, $38,000.
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Multi-strand necklace with black onyx beads, black onyx caps, and black onyx pendant, $23,000; signature bracelet with diamonds, $8,900; pave ring with black onyx, $5,000.
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Multi-strand necklace with freshwater beads, black onyx, and mother-of-pearl pendant, $23,000; oval diamond earrings with rock crystal, mother-of-pearl, and black enamel, $8,200; signature pave ring with rock crystal and mother-of-pearl, $5,000.
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Multi-strand pearl, diamond, and stone yellow-gold necklace with large oval diamond clasp, $12,000; small oval diamond earrings, $5,600; large oval diamond pendant on silk cord, $11,500.
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Multi-strand pearl, diamond, and stone white-gold necklace with large oval diamond clasp, $12,000; large oval diamond earrings, $38,000; oval rock crystal ring with diamond band, $3,650; small pave diamond oval pand ring, $2,400.
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Tassel necklace with diamond beads, $165,000; Tassel earrings with diamond beads, $145,000.