The new Bernard James store feels like an old-school music room in someone’s home, a space where friends get together to listen to their favorite albums and chat into the late hours—and where James shares his fine jewelry collections.
James’ shop is located at 181 Franklin St. in Greenpoint, a Brooklyn neighborhood that locals may prefer to keep secret from those who haven’t discovered it yet because it is so special, he says.
“I shouldn’t say how great Greenpoint is, because too many people will want to move in,” James says. “It’s very welcoming and warm. It’s like where I grew up in Crown Heights [another Brooklyn neighborhood]. The response has been incredible, and the neighborhood reciprocates our energy.”
Following a fast renovation project, the store had a soft opening in late November. Friends and family helped turn James’ idea for the space into a fully decorated and stocked jewelry showroom and studio within weeks.
“It was intense, pulling it all together,” he says. “We redid the entire facade and interior. Anything we do, whether it is an activation in a space or a campaign, I really want it to feel organic and feel like home. It has to be innately us.”
The exterior features large windows and black trim, offering a kind of picture-frame view into the store. Inside, visitors and clients can appreciate James’ artistic and musical sense and his design aesthetic, born out of love for Brooklyn, his friends, and his community.
Artwork was made by Sarah Favreau, one of James’ favorite artists and collaborators. “She prints forms and then stretches canvas over those forms, creating a sculpture in a sense,” James says. “I have two in the store on opposite sides. I asked Sarah to make them in jewelry tones of ruby and really deep purple, which is our brand color. They’re different shapes, but they feel tied together.”
Furniture comes from USM Modular, a brand James recently partnered with for a home decor line. James’ pieces for USM—a valet tray in three sizes, a jewelry box in three sizes, and an incense holder—are on display, adding another element to the store that lets consumers understand his brand and storytelling.
Besides James’ fine jewelry, the most important aspect of the store are the Altec Lansing Model 19 speakers, which play James’ curated music selections—which he says not only create a mood but set the tone for his creative process.
“I was playing a mix I made this morning,” says James, whose taste runs from piano to Detroit house music to James Blake. “I’m inspired by music, and the speakers bring the space to life. Sonically this couch [beneath the Favreau art] is the best place to sit—you can get the sound whatever we play.”
A translucent black fabric screen separates the retail portion from his studio in the open space, allowing music and conversation to flow while giving the jewelry designer an area where he can dream up his next collection, adding to signature lines such as Mirror, Flora, Fungi, and the diamond-studded Process.
“I love sitting here, getting a view of the store and the street. It feels like a living room,” James says. “Being the new kids on the block, people may look at the outside and think it is appointment-only. But the people who are bold enough to come in say how comfortable it all feels.”
Top: Bernard James recently opened his first jewelry store in the Greenpoint neighborhood of Brooklyn. (Photos courtesy of Bernard James)
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