Monica Vinader

Monica Vinader on Wednesday opens a Nordstrom shop-in-shop as the British jewelry brand focuses on growing its business in the U.S.

The designer has been working with Nordstrom for about a year and a half first selling through the retailer’s online business before opening small counters. The line is in 45 Nordstrom stores. The shop-in-shop, located at Nordstrom’s South Coast Plaza store, brings the full breadth of Vinader’s collection to customers along with an engraving service.

Founder and chief executive officer Monica Vinader said the South Coast Plaza shop-in-shop will carry about 95 percent of her line in a 400-square-foot space.

The hope, Vinader said, would be to bring the concept to additional Nordstrom doors where it has a fit in the future.

“This is not a one-off, isolated plan,” Vinader said of the work with Nordstrom.

The department store itself will be selling a series of exclusives set for launch in September. The diamond product offering is based off a collection the company already has out called Nura.

Vinader launched her business in 2008 looking to fill a gap she saw in the market for high-quality jewelry that was affordable. The brand has built a following with its stackable rings, friendship bracelets and engraving options on a number of styles.

“We’ve got a lot of plans for the U.S. For us, entering the U.S. market has been very much in the planning for many, many years,” Vinader said.

The company opened its first U.S. store on Spring Street in SoHo in November and plans call for additional locations, according to Vinader, although it’s too early to say where the company may plant its next flag.

For More Coverage on Monica Vinader in WWD:

British Jeweler Monica Vinader Raises New Investment, Plans Overseas Expansion

Monica Vinader Announces New Executive Appointments, Sales Increases

Monica Vinader Opens SoHo Door

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