At Lugano Diamonds’ new Palm Beach location, company cofounder Idit Ferder hopes her brand’s ties to this Florida community will grow, as it continues to be a jewelry home for clients and a supporter of local charities and arts organizations.
Lugano opened a 4,500-square-foot store at 150 Worth Ave. (Suite 137) in mid-December, replacing its original Palm Beach store that opened in 2019. This new location tells more of the brand’s story through its interior design, Ferder says.
“As with all our salons, my primary goal was to create an environment that radiates warmth, providing a sense of belonging and relaxation, as if you have entered your own personal sanctuary,” she says. “Having been part of the Palm Beach community since 2019, our new salon offers us the opportunity to deepen existing connections and forge new ones.”
The Palm Beach salon reflects two of Lugano’s brand standards—luxury and modernity—in its elegant furnishings and minimalistic displays, which let the jewelry to shine. The simplicity of the salon’s design also allowed room for homey touches, like large gathering areas for clients to celebrate their purchases.
“When I first step into a new potential space, I can envision its transformation almost instantly, visualizing how it should be and what it will ultimately become,” Ferder says. “Our latest salon on Worth Avenue in Palm Beach provides a spacious footprint and abundant natural light, providing a beautiful blank slate to work with.”
Ferder added custom rugs, sophisticated fabrics, and flooring by the Jamie Beckwith Collection and handmade furniture from Barbara Barry, Ceccotti Collezioni, Adriana Hoyos, and Porada. The salon’s artwork is by America Martin.
“I adorned the space with sumptuous fabrics and inviting, cozy furniture, encouraging clients and guests to sink into comfort,” Ferder says. “Alongside what has become our signature Lugano aesthetic, I introduced a new custom wood element—expertly crafted wood fins that gracefully extend from floor to ceiling.
“They evoke a connection to the natural world, enhancing the overall warmth of the space. These elements echo the design I implemented in our private social club, Privé, located in Newport Beach [California].”
In Palm Beach, Lugano Diamonds supports area nonprofits including the Palm Beach Symphony, the Norton Museum, the Palm Beach Police & Fire Foundation, the Preservation Foundation of Palm Beach, and the Joe DiMaggio Children’s Hospital, says Ferder.
Lugano’s other 2023 salon opening was in Greenwich, Conn. The company plans to open a London location this year. It also has stores in Ocala, Fla.; Washington, D.C.; Newport Beach; Aspen, Colo.; and Houston, as well as a salon that travels the equestrian circuit. Ferder founded the brand with her husband, Moti, in 2004.
Top: Lugano Diamonds opened a new Palm Beach salon in December as an elegant and welcoming space for the local community. (Photos courtesy of Lugano Diamonds)
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