Celebrity guests like Hugh Jackman, Robert Verdi, rocker Dee Snider, and more, helped celebrate the recent opening of the newly relocated Ivanka Trump Fine Jewelry Store at 109 Mercer Street. Formerly stationed on Madison Avenue at 61st Street, the new boutique occupies nearly triple the amount of space than initial digs, and the new neighborhood is “more simpatico with the energy of the brand,” Trump told the New York Post this fall.

The new flagship features 10 different jewelry collections (including the Tassel Collection), an environmentally conscious and glamorous bridal salon, a VIP room, and an elegant gallery of showcases in a light, airy, and über glamorous space complete with a black, white, and coral interior designed by NY3 Design Group, which includes mirrored walls, a signature carpet design from ABC Carpet & Home, and a massive Schonbek chandelier.

Guests sipped champagne from Nicolas Feuillate and signature cocktails featuring Pisco Portón, and munched on miniature stuffed cupcakes from fellow SoHo-based firm Baked by Melissa. The youthful culture of SoHo is the inspiration behind Trump’s motto, Rock Tradition.

“My collection pays homage to the past while embracing the future, which is exactly how SoHo has reinvented itself,” Trump said. “I find SoHo’s trademark cast iron architecture and buildings to be remarkably inspiring and look forward to being in a neighborhood with such invigorating energy.”

Ivanka Trump Fine Jewelry CEO Andrea Hansen tells JCK that the space is, indeed, a “much better representation of the energy of our brand.” In addition to greatly increased traffic, the location is ideal for appealing to the brand’s growing global clientele, and, for cultivating a stronger bridal business with its dedicated salon.

“Our friends at Waldman Diamonds have done a fantastic job with our sales team improving their diamond expertise both in product knowledge and sales techniques,” Hansen explains. “The collection is solid and growing. The energy of SoHo is contagious, and the feedback of our visitors and clients is extremely positive. We’re now putting together a biweekly schedule of events as one of our goals in this new spot is to use the space to partner with other brands, groups, and organizations to support women’s initiatives and start-ups.”

In other news from the brand, Ivanka Trump Fine Jewelry is among the newest exhibitors slated to appear at Elite Enclave, an intimate event held in conjunction with the LUXURY show at JCK Las Vegas. Scheduled to run from Tuesday, May 29 to Thursday, May 31, Elite Enclave allows its brands and designers to showcase their work in a boutique setting “infused with a carefully curated selection of art, music, and design,” according to the organizers. 

JCK