By Michelle Graff
michelle.graff@nationaljeweler.com
The new Le Vian by Jared store in Garden City, N.Y. (Photo courtesy of Signet Jewelers Ltd.)
New York--The first Le Vian by Jared store now is open at a mall on New York City’s Long Island, and four more stores are set to follow shortly.

A new concept for Sterling Jewelers, parent company of Jared the Galleria of Jewelers, Le Vian by Jared opened May 23 at the Roosevelt Field Mall in Garden City, N.Y. 

According to the store’s website, other Le Vian by Jared stores are “coming soon,” to the West Pike Mall in Knoxville, Tenn., SouthPark Mall in Charlotte, N.C., Dulles Town Center in Dulles, Va. and Fair Oaks Mall in Fairfax, Va.

Signet Jewelers, parent company of Jared, said Wednesday it could not provide any further information on when the stores would open.

The store carries Le Vian jewelry, which is also sold at Jared the Galleria of Jewelry as well as independent retailers, and the brand’s new line of gem-set accessories, which launched at the Vicenzaoro show in January with a fashion show held just outside the brand’s booth. 

Called “Lifestyle,” Le Vian’s accessories include purses, wallets, pashminas and even a high-heeled, peep-toe bootie.

CEO Eddie LeVian said prior to the fashion show in Italy that brands today need to sell a range of products, not just one thing, and become part of consumers’ overall lifestyles in order to compete. “The future of the jewelry business is not to be an island, but to speak to the woman in a language she understands,” he said at the show.

This new boutique was launched as a step in that direction and, according to Le Vian and Jared, it is the “only place in the world where fans can explore all of Le Vian.” Each category--from jewelry to watches to handbags and scarves--receives its own boutique within the shop. 

The Roosevelt Field Mall, which is located on Long Island just east of New York City, also recently welcomed another new concept store. The mall is where Blue Nile just opened its “webroom concept experience,” a small store where consumers can try on--but not buy--rings from its website.

The store is an outgrowth of the e-tailer’s brief experiment with having showcases of its jewelry in two Nordstrom stores, the one in Roosevelt Field and in Seattle, which is where both Blue Nile and Nordstrom are headquartered. 

The idea is to give potential customers the chance to touch, feel and see Blue Nile’s jewelry before buying. At this point, all purchases, however, are still made on BlueNile.com.





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