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Aurélie Bidermann Sets Up New York Shop

It’s the French jewelry designer’s first flagship across the Atlantic.

A drawing of Aurélie Bidermann’s New York boutique

HOPPING THE POND: Following the launch of her fine jewelry line, Aurélie Bidermann is expanding her geographical footprint. In June, the French designer will open her first New York flagship, at 265 Lafayette Street in SoHo. “This street really represents New York for me,” said Bidermann, citing the neighborhood’s cool vibe and energy.

The 700-square-foot venue is designed to mimic the living room of a California mansion in the Sixties, exploring Bidermann’s fetish colors — turquoise, coral and yellow — set against a serene, white background. “I wanted it to be sunny and gay and not at all conventional,” she explained, while adding that French street artist Guillaume Alby, aka Remed, would lend his brushstroke to the walls.

This story first appeared in the February 26, 2014 issue of WWD.  Subscribe Today.

The U.S. is Bidermann’s second-largest market after France, experiencing 50 percent growth per season, according to the designer, whose only other freestanding shop is in Paris. A third store is slated for 2015. “I just don’t know yet if it’s going to be in the U.S. or elsewhere,” she said.

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