Madison Avenue has long been a shopping destination for some venerable luxury jewelry brands, but according to a recent New York Times article, this posh stretch of New York’s Upper East Side is enjoying a kind of renaissance thanks to an influx of contemporary independent jewelers. These glamorous newcomers—Foundrae, Sauer, and Irene Neuwirth among them—are effectively revitalizing the cool factor of neighborhood stalwarts like Graff, Fred Leighton, and David Webb.
The latest jewelry brand to establish a presence in this elite milieu is Van Cleef & Arpels, whose new boutique occupies an exquisitely renovated townhouse at the corner of Madison and 62nd Street. There, five floors of art deco grandeur marry French high jewelry gravitas with a modern vision of luxury that is equal parts whimsical and restrained.
Housed in a red-brick 1920s landmark formerly home to Hermès, the new location complements Van Cleef & Arpels’ intimate flagship just a few blocks away on Fifth Avenue and its presence on Manhattan’s west side, at Hudson Yards, by offering customers a unique experience of “our singular universe,” said Helen King, president and CEO of Van Cleef & Arpels, Americas, in a statement. “We have made sure that every last detail of the boutique honors our dedication to craftsmanship, design, and enchantment—and meets this special moment in our New York story.”
The ”universe” King refers to is defined by sophisticated furnishings, palettes, textures, and surfaces, all united by a pitch-perfect art deco aesthetic. There is a Veronese chandelier in the entryway and soaring ceilings leafed in silver by the company Fresco Decorative Arts. This gleaming treatment reads as either a dove gray (when it’s cloudy) or an iridescent sage green (when sunlight pours in).
Windows on the building’s facade are concealed by screens inspired by the Ludo bracelet’s patterning. Inside, a sweeping spiral staircase connects the first floor to the second, where a Gatsby-era New York City penthouse sitting room awaits. Hand-painted wallpaper by Fromental, with its pink florals, is the undeniable focal point, alongside reminders of Van Cleef & Arpels’ glittering heritage—dainty ballerina and dancer clips in one vitrine; gemstone bouquet, poodle, and Torch of Liberty brooches in another.
Plentiful examples of important archival jewels, including Marlene Dietrich’s famous mystery-set ruby Jarretiere bracelet, are mounted like museum exhibits throughout the boutique. Levels 3 to 5 are fitted with private salons, accessed by invitation only.
The fifth floor takes the art deco glamour theme to the limit with an inviting bar designed with a fluted front and rounded corners. A black lacquer fireplace and a dramatic, gold-edged mirror complement lounge seating in clean-lined, sensual silhouettes, some of them clad in sumptuous celadon velvet.
A rooftop is expected to make its debut in the spring. Where we fully expect to see actual fairies frolicking in the parterres.
Top: At Van Cleef & Arpels’ new NYC townhouse boutique, archival designs adorning the corridors and even the inside of elevators include winged ballerina clips from the 1940s, a zipper necklace from the 1950s, and (bottom left) Marlene Dietrich’s Jarretière bracelet.
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