Madison Avenue goes into full bloom today when jewelers stretching from 57th to 86th Streets incorporate floral arrangements into their window displays. “You’ll feel love in the air,” said Giovanni Mattera, vice president and director at de Grisogono, on 69th Street, which will have lisianthus, hellebores and ranunculus intermingled with the watch and jewelry collections. De Grisogono is among the 32 jewelers participating in the first annual Madison Avenue Business Improvement District “Platinum Jewels in Bloom” to support the Central Park Conservancy and promote its 30th anniversary.
“It’s about two icons of New York City, Madison Avenue and Central Park, melding together in a bounteous display,” said Matthew A. Bauer, president of the Madison Avenue BID. The conservancy dispatched horticulturalists to style fine jewelry, often choosing platinum pieces, among the flowers. Each boutique will have a private reception hosted by a patron of the Conservancy’s Playground Partners, with a portion of sales to be donated to the Conservancy during the 10-day event.