When you own fine jewelry, you need to have smart yet beautiful storage for those pieces—and that’s where a trip to Trove’s new U.S. flagship store in New York City comes in.
The four-year-old jewelry care and storage brand opened its first U.S. location, at 301 W. 4th St. in Manhattan’s West Village, on Nov. 8, featuring Trove’s jewelry boxes and trays as well as jewelry from a curated selection of international designers. Pieces by Trove NY’s first designer in residence, Fernando Jorge, are exhibited and for sale in the store.
Interior designer Tali Roth worked with Trove founder Hannah Ward and her U.S. business partner Jen Rubio to create a luxurious environment within the 1,000-square-foot store, with custom wood furnishings, airy glass cases, and an eye-catching high-gloss ceiling.
Ward selected West Village for her brand’s inaugural U.S. location because of its sense of community. “It’s very intimate, and we want to have a close relationship with our customers and partners in order to be a destination that people feel they can drop into and visit to see what’s new,” she says.
“Trove has had a growing following in the United States, and it is our largest market. We receive a lot of requests from customers wanting to see the boxes in real life, so we took the plunge, and here we are.”
Rubio, CEO of luggage brand Away, joined Trove as a strategic business partner. She has lent several of her personal art pieces, including works by Polish painters Paulina Olowska and Ewa Juszkiewicz and British artist Louise Giovanelli, to the store for decor. Rubio says this art feels “very Trove,” so she wanted it to appear next to Trove’s designs.
“Trove boxes are a contemporary take on vintage jewelry boxes, and similarly the store is a mix of eras and is layered with art, objects, and of course jewelry,” Rubio says. “We wanted it to have a sense of warmth—like you’re at home, trying on jewelry with a friend.”
One of Ward’s favorite things about the New York store is the dressing table where clients can sit, try on jewelry, and play around with how they would keep it in a Trove piece—a potentially nostalgic experience that may remind clients of seeing their mom or another loved one put on jewelry for a night out or return it to their jewelry box when they got home.
“This very old-fashioned ritual of self-care and reflection feels extremely luxurious and thoughtful when reinterpreted in a modern context,” Ward says.
She hopes existing and new Trove clients will enjoy the store and find something to take home with them.
“A Trove piece is so much more than a functional item. It is a vessel to hold your story, your most precious memories both in terms of monetary value and sentimental value,” says Ward. “It connects you to those pieces, and if well-organized, it can also encourage you to explore your pieces and wear more of them.”
Top: Trove’s NYC store looks out on the charming streets of Greenwich Village (photos courtesy of Trove)
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