Carolee has found a new home: Macy’s Herald Square. The fashion jewelry brand is setting up shop within Macy’s flagship with a 200-square foot space.

The boutique, located on the store’s newly renovated first floor, marks a reunion for the brand and retailer.

“If you go back 10 years or so, we had about half a dozens shop-in-shops, including with Macy’s,” said Carolee president Joel Fivis. “But the trends change, and a lot of stores went from having shop-in-shops to a more generic presentation of fashion jewelry. We think the pendulum may be swinging back the other way now.”

Standing near the Michael Kors and Sunglass Hut shop-in-shop outposts, the Carolee space integrates new technology with classic jewelry displays. A stacked bazel-less video screen displays short seasonal videos, while special LED lighting creates extra sparkle to the stands.

To celebrate the new shop, the brand has created a new “Simply Emerald” collection. The line, available through the holidays, will be sold exclusively at the Herald Square location.

“Macy’s Herald Square has a very traveled audience, so it makes economic sense to develop things specifically for the store,” Fivis said. “It’s a win-win for us.”

Additionally, Carolee plans roll out several events throughout the holiday season, beginning this evening with an in-store appearance by Allen Schwartz, designer of ABS by Allen Schwartz Jewelry, a liscensee of Carolee.  Beginning at 6 p.m., Schwartz will be on hand to personally accessorize shoppers in his designs.

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