The New York-based jewelry brand is expanding from a ground-floor kiosk in Columbus Circle’s Time Warner Center to a full-fledged 368-square-foot store on the second floor. This latest door, which opened today, marks a re-branding for Satya. The company will revamp its three other New York stores, as well as the recently opened London store, to follow suit.
“People used to always write that [our stores] were like a little oasis in the city of New York,” said Satya Scainetti during a preview of the store. “We always had a sitting Buddha and actually used to have people doing little prayers in front of our windows before we’d open. We are still bringing in a little bit of the Zen, but it’s definitely more modern.”
The new boutique is located across from J. Crew and next to the newly redesigned Eileen Fisher store, just off the mall’s main escalator. A giant gold fringe chandelier hangs from the ceiling, with a walkway of smooth river stones toward the side. Inside walls are painted a sleek slate gray to off-set wooden display cases, which were handmade in New York. Inside the cases, which flank the perimeter of the store, pieces are arranged on elevated Lucite stands, which, according to Scainetti, “pops the jewelry.”
Current collections, including this season’s peacock line and the best-selling celestial line, are complemented by brand constants, including layering chains, small pendants and mala beads. In the center of the store sits a covered case featuring the more expensive 18-karat gold pieces, prices for which start at $398 for a small pendant necklace.
A small men’s selection is available, as well as several charity collaborations, including its recent partnership with charity:water, which donates $40 for every Oasis necklace sold. The necklace, a blue agate pendant, retails for $98.
Unlike most stores, displays are organized by gemstone color, rather than jewelry type, in order to highlight each stone’s spiritual meaning. Popular options include turquoise, the stone of healing and health, and emerald, the stone of love.
“I always encourage customers not to question why they are drawn to a certain stone,” said Scainetti. “Nine times out of 10, they’re like, ‘This is exactly what I need.’”
And those times it isn’t?
“We have men come in and pick out moonstone, which is the stone of fertility,” she said. “Once we tell them that, they go, ‘No way, get that away from my girlfriend.’”
Sales at the kiosk tallied $1 million annually, and the brand is aiming for the new store to exceed this figure. The grand opening will be capped off tonight with an in-store party hosted by Atlanta de Cadenet Taylor.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion