The French luxury jewelry maison Van Cleef & Arpels is known as much for its dedication to dazzling gemstones as it is for its exuberant design ethos, with alluring shapes often inspired by nature (think of its four “leafed” alhambra motif, or its more fantastical floral blooms). No big surprise, then, that its baubles have become de facto must-haves for royalty and certain slices of the creative class.
So, it goes without saying that when it came time to open their third Manhattan boutique—in a historical landmark building at the corner 62nd Street and Madison Avenue, on the Upper East Side designed to complement its flagship a stone’s throw away on 57th street—aesthetics were of the utmost importance. The new Van Cleef & Arpels store was unveiled yesterday.
The new Madison Avenue boutique. Photo: Adrian Gaut for Van Cleef & Arpels
The space was greatly influenced by Art Deco design, a call back to the brand’s entry into the Americas, back in the late 1920s. The front facade has been meticulously restored and, in the front windows, screens inspired by the brand’s interlocking “Ludo” design welcome customers. Inside, five levels of delights await, plus a rooftop space. The first floor features double-height ceilings and a Veronese chandelier, while the walls alongside the dramatic main staircase feature murals done by the company Fresco or are covered in wallpaper from Fromental, complete with hand-painted flowers.
The second floor will host an exhibition featuring notable pieces from the brand’s archive, including the Zip necklace, from 1957, a cheeky Surrealist piece that looks like a, well, opened zipper, which is indeed functional and, for a bit of glamor, is decorated with braided gold thread. Another version could close and become a bracelet, a testament to Van Cleef’s dedication to marrying style with functionality.
The new Madison Avenue boutique. Photo: Adrian Gaut for Van Cleef & Arpels
There will also be a stunning Jarretiére bracelet, a thick platinum band festooned with rubies and diamonds, that once belonged to Marlene Dietrich. There are other items on display from what’s called the Patrimony Collection, which represent, in various ways, the relationship between Van Cleef & Arpels, and the United States. There are diamond encrusted swans with green emerald eyes, a bouquet brooch made from rubies and sapphires, a gold poodle pin, and variations on a gem-covered dancing ballerina.
“The Maison has a long and rich history with the city of New York, and this new boutique is a crucial part of our future here,” says Helen King, President & CEO of Van Cleef & Arpels, Americas. “It’s a unique extension of our beloved flagship and an opportunity to welcome longtime clients as well as newcomers to the singular universe in this beautiful new neighborhood. We have made sure that every last detail of the boutique honors our dedication to craftsmanship, design and enchantment—and meets this special moment in our New York story.”
The new high jewelry line “Treasure Island”. Courtesy of Van Cleef & Arpels.
Additionally, the brand is releasing its high jewelry collection, Van Cleef’s chance to push its creative boundaries and artistic proclivities and show off its dedication to craftsmanship. For its latest, “Treasure Island“, they took inspiration from Robert Louis Stevenson’s book, yielding whimsical pieces like emerald-laden palm tree clips, brooches that look like diamond-covered sails or a showstopping sapphire and diamond necklace that evokes waves. Sea turtles, shells, oceanic creatures, sailing knots, gold coins, and various other nautical-themed ephemera become high-end baubles. It’s all a reminder of the dazzling ways art and jewelry have always been deeply entwined.