By  on December 12, 2011

NEW YORK — Buccellati has a new flagship here.

The fine jewelry brand, which will celebrate its 60th anniversary next year, has moved from its East 57th Street location to a bi-level space at 810 Madison Avenue.

“The majority of our clients live here,” Buccellati chief executive officer Alberto Milani told WWD. “It’s more intimate. There’s a lounge space, and it’s a bit more customized to what our clients want. We don’t have a mass market audience, so any time customers come to our store we like to offer them an environment that’s private.”

The store, which Milani said has a “clubhouse” vibe, is comprised of a 900-square-foot main level with two private rooms and a 1,000-square-foot second floor with a lounge for appointments and events.

With a color palette of tonal beiges, Milani maintains that the biggest difference is that the new space is less formal than the previous locale — it’s brighter and more inviting.

“The store on 57th Street was built in the Eighties, but the style at the time was supposed to be intimidating. Now it’s less formal and more intimate,” Milan said. “There’s more space for browsing. It’s more modern.”

The brand has also introduced a new cuff watch — available in 18-karat yellow or white gold — with a mother-of-pearl dial and containing “losanghe” engraving throughout the bracelet portion. Five of these $44,500 watches have been allocated to the U.S. market since the style was introduced in June, according to Milani.

Additionally, the company has introduced the Buccellati Club — a private, invite-only shopping initiative for select clients — to help build stronger relationships with customers and cultivate multigenerational clientele. Members are eligible for free appraisals, invitations to worldwide events, priority purchasing on new and limited edition pieces and private concierge service.

Currently, Buccellati has 14 freestanding stores worldwide and two additional boutiques in the U.S., in Beverly Hills and Aspen, Colo. Milani said potential future locations include Miami and Chicago.

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