MajorsOct 24, 2023
Fana Opens Flagship in New York CityMajorsOct 25, 2023
Paul Morelli Relocates Its Madison Avenue Boutique
The new store’s aesthetic is inspired by the designer’s theatrical roots.
The House of Paul Morelli has moved into a bigger space on Madison Avenue designed by Labo Design Studios to reflect the designer’s heritage.
New York—Fine jewelry brand The House of Paul Morelli has relocated its New York City boutique to a new space on Madison Avenue, only blocks down from its previous location.
The new store is nearly double the size of the last. Adopting a light and delicate color palette, the space features lacquered white wood, satin finish painted walls, and light gray limestone floor tiles.
The goal for the store’s look was to create a neutral backdrop for the jewelry, the brand said, but the overall design of the new space, with help from Labo Design Studio, takes cues from the designer’s theatrical heritage.
Before Paul Morelli started his fine jewelry brand in the 1970s, his family created hand-made, one-of-a-kind theater garments in the early 20th century in what was then the Philadelphia Theatre District.
Today, each Paul Morelli jewel is designed and hand-crafted in the original Walnut Street building that housed the Morellis’ costume studio.
Hearkening back to those beginnings, the main selling area in the new Paul Morelli location is arranged to resemble a stage, the brand said.
Upon entering the store, one sees four arches descending in height that create a natural traffic flow from the front of the boutique to the back. Each arch punctuates a glass partition wall, creating intimate spaces between them that house jewelry displays without sacrificing the store’s overall openness.
The four arches, which mark the entry doors and the display areas on either side of the boutique, have light-transmitting fibers meant to evoke a feeling of translucence and anticipation, the brand said.
The design creates an illusion of a deeper space and encourages the “discovery of jewelry,” in the cases, freestanding vitrines, and the recessed wall vitrines, the company said.
“When I saw the space, and knowing Paul’s roots, I immediately felt we needed to create a sort of theatrical stage design; I remembered the 'Teatro Olimpico' in Vicenza by Palladio and its trompe-l'oeil onstage scenery, designed by Vincenzo Scamozzi, to give the appearance of long streets receding to a distant horizon,” said Raffaella Bortoluzzi, principal architect and founder of Labo Design Studio.
“Here we have brought together the best of Italy and the best of New York to highlight what Paul and his team do best: create and sell beautifully handcrafted fine jewelry.”
At the back of the store, two perforated grid panels stand next to each other, slightly offset, signaling entrance into the private sitting area.
The mezzanine level beyond the grid panels is designed to serve as a private area for client appointments and viewings.
Lighting, for the brand, is one of “the most critical elements” in its retail space and was used to create a warm and inviting atmosphere that would still showcase the brilliance of the jewels.
While artificial light is used to spotlight jewelry in the vitrines, the company opted for diluted light in the store overall to create an “intimate and exploratory environment.”
The ceiling’s recessed coves were created not only to house LED lights, but also to offer the illusion of taller walls extending to the ceiling, the brand said.
The brand said its new, larger store is part of the company’s effort to grow its presence and better showcase its collections to clients.
“In expanding our Madison Avenue store into a space that not only highlights our jewelry creatively, but also feels inviting and light, we are stepping into a new evolution and interpretation of our brand,” said Morelli.
“The homage to my theatrical roots intersects with my Italian heritage in some of the most natural yet unexpected ways throughout the space, and I am so happy to call this our new home in New York City.”
More on Majors
The Latest
FinancialsMay 17, 2024
Richemont Appoints Van Cleef & Arpels’ Nicolas Bos as New CEOThe announcement coincided with its full-year results, with growth driven by its jewelry brands.
FinancialsMay 17, 2024
Watches of Switzerland’s Fiscal-Year Sales Flat Looking ahead, the retailer said it sees “enormous potential” in Roberto Coin’s ability to boost its branded jewelry business.
Recorded WebinarsMay 17, 2024
Watch: Preparing for Trade Show SuccessJewelry trade show veterans share strategies for engaging buyers, managing your time effectively, and packing the right shoes.
Brought to you by
Record Gold Prices Have Consumers Undeterred. Here’s Why.Despite the rising prices, consumers continue to seek out the precious metal.
AuctionsMay 17, 2024
Piece of the Week: Cartier’s Ring-Tailed LemurThis little guy’s name is Ricky and he just sold for more than $200,000 at Sotheby’s Geneva jewelry auction.
Weekly QuizMay 16, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
AuctionsMay 16, 2024
Christie’s Holds 2 Sales Despite CyberattackThough its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
AuctionsMay 16, 2024
Sotheby’s Withdraws 101-Carat Yellow Diamond from AuctionDespite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
ColumnistsMay 16, 2024
The PR Adviser: What the Designer Should’ve DoneLilian Raji gives advice to designers on how to make the most of great publicity opportunities.
SourcingMay 16, 2024
Lucapa to Shed Stake in Lesotho Diamond Mine The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
ColumnistsMay 15, 2024
Squirrel Spotting: Why Retailers Struggle to Fire BrandsWhy do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
AuctionsMay 15, 2024
Red Diamond Breaks Records at Phillips GenevaThe “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
Events & AwardsMay 15, 2024
See Who’s in JA’s 2024 ‘20 Under 40’ ClassThe annual list recognizes young professionals making an impact in jewelry retail.
IndependentsMay 15, 2024
David Mann Jewelers in Upstate NY to Close After 35 YearsOwner David Mann is heading into retirement.
FinancialsMay 15, 2024
Brilliant Earth’s Sales Fall Flat in Q1 While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
SourcingMay 14, 2024
Anglo American Confirms It Is Looking to Sell De Beers The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
AuctionsMay 14, 2024
2 Huge Yellow Diamonds Are Heading to AuctionChristie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
GradingMay 14, 2024
Instappraise Adds Trifold Brochure to Appraisal OfferingsRetailers can customize and print the appraisal brochures from their store.
Lab-GrownMay 13, 2024
Lab-Grown Diamond Brand Lightbox Cuts Prices by 25 to 40%The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
TechnologyMay 13, 2024
Christie’s Website Brought Down by Hackers, Watch Auction Postponed The site has been down since Thursday evening, just ahead of its spring auctions.
AuctionsMay 13, 2024
Madeleine Albright’s Jewelry, Pins a White-Glove Sale at Freeman’s | HindmanThe late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
IndependentsMay 13, 2024
Zachary’s Jewelers Names Mother’s Day Jewelry Contest WinnersThree fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
IndependentsMay 10, 2024
Frank Adams Jewelers Names New CEOKimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
CollectionsMay 10, 2024
Piece of the Week: Carina Hardy’s ‘Birth of Venus’ NecklaceAs a token of womanhood, this necklace depicts when Venus was born from the sea.
TrendsMay 09, 2024
Amanda’s Style File: Shine Bright, Moms Show your mother some love with a piece of fine jewelry.
IndependentsMay 09, 2024
Kyle Edward Fine Jewelry to Close Salisbury StoreThe company’s Easton location will remain open.
MajorsMay 09, 2024
JBT Elects New ChairmanBrian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.
