Guzema Fine Jewelry Lights Up NYC’s SoHo with First Pop-Up Boutique

By Karen Dybis | December 05, 2024

For its first New York City pop-up boutique, Guzema Fine Jewelry founder Valeriya Guzema says she wanted a space that provided a snapshot of her favorite things in art, photography, and design that also showcases the brand’s new jewelry collections, including one her husband is designing for men.

The pop-up shop is open through Jan. 3 at 74 Grand Street in the city’s SoHo neighborhood. “It is about creating a space where our American customers can get to know the Guzema team and finally connect with the real essence of our brand and the quality of our craftsmanship,” says Guzema, who founded the brand in 2016 in her native Ukraine, where she has three branded boutiques.

Guzema interior — *The Guzema team worked with set designer Lili Abir Regen to create the minimalist yet refined interior for the Guzema NYC pop-up boutique.*

New York City is Guzema’s headquarters, so having the brand’s name up in lights in a store window felt right, Guzema says. Adding some holiday decor also provides a great backdrop to people trying on her new Christmas jewelry collection or shopping for friends or family.

“We couldn’t be more excited to see the bright Guzema sign lighting up the streets of SoHo. The moment the sign illuminated was truly unforgettable—it marked a significant milestone for us,” Guzema says.

The pop-up store’s design is a collaboration between the Guzema team and set designer Lili Amir Regen, Guzema says. The goal was to create a space that represented the brand’s ethos, which is feminine elegance and minimalistic shapes.

Guzema earrings — *The new Guzema Bold Quintet Flat earrings ($13,220) are made with 18k gold and feature 2.302 cts. t.w. diamonds.*

“We’re particularly proud of featuring art from [rock-music icon] Patti Smith on our walls, which brings an inspiring touch to the environment. The standing furniture also adds a functional yet artistic vibe, completing the curated experience we envisioned,” Guzema says.

Guzema is at the New York City pop-up this week to meet with clients along with her husband, Timur Fatkullin. Fatkullin is a Ukrainian athlete, world aerobatics champion, and founder of Aerotim, a aviation company that recently worked on the new documentary film Lift Force.

Fatkullin is working with Guzema to develop the brand’s first men’s collection, which Guzema says is taking Guzema Fine Jewelry in a bold new direction. He, too, will be available to speak with clients about his design process, making the NYC pop-up shop a family affair.

“Guzema Fine Jewelry is all about embracing everyday luxury,” Guzema adds. “We want our clients to feel an intimate connection with our handmade pieces—touching, trying on, and truly experiencing the craftsmanship behind them. This pop-up is a space for them to understand what it means to be a part of the Guzema Fine Jewelry community, a global network of people united by their appreciation for beauty, quality, and timeless design.”

Top: Guzema Fine Jewelry founder Valeriya Guzema in front of her New York City pop-up (photos courtesy of Guzema Fine Jewelry)