There’s nothing tiny about it anymore

Tiny Jewel Box, one of Washington, D.C.’s, oldest and most beloved fine jewelry stores, will celebrate its newly expanded space on the bustling corner of Connecticut Avenue and M Street in the city’s Northwest corridor with a grand-opening party tonight.

The business, which was launched as a 100-square-foot antique jewelry store in 1930 by Roz and Monte Rosenheim, has inhabited a six-story building (operating out of the first three floors) for the last 20 years. But “we were really starting to bust at the seams,” says third-generation jeweler Matthew Rosenheim, who co-owns the store with his father, Jim Rosenheim. “We knew it wasn’t going to be sustainable for the future.”

As the Rosenheims contemplated their size dilemma, their next-door neighbor, Burberry, decided to vacate its ground-floor spot. “I thought, wow, what an incredible, iconic property that would be to have,” recalls Matthew.

After protracted negotiations, Tiny Jewel Box crashed through the wall to create one sprawling, 8,000-square-foot, one-level store—with 200 feet of window frontage. The old building, which the company owns, has been converted into an intimate-feeling bridal jewelry salon and offices. 

“Now we have this incredible corner presence,” says Matthew. “And we also have the ability to merchandise our brands the way we really want to.”

The expanded store features prominent displays for brands including David Yurman, Marco Bicego, and Alex Sepkus, in addition to walk-in environments for Rolex and Cartier. “We now really have a much stronger branding presence for all watch brands and some jewelry brands,” he says. “And the new bridal space is very private and elegant…people shopping for bridal can get a little more elbow room.”

Tiny Jewel Box’s new status as a supersize retailer will be a tongue-in-cheek theme in the company’s marketing efforts over the holiday season. “We’ve had a good time thinking of fun things we can do with that one,” says Matthew with a laugh. 

(Photo by Bill O’Leary, courtesy of The Washington Post)

Emili Vesilind

JCK Senior Editor