Monica Vinader makes Madison Avenue debut, plans expansion with Nordstrom

By

Gabriella Lacombe

Published
May 29, 2019

UK-based fine jewelry brand Monica Vinader has opened a new boutique on the Upper East Side in Manhattan.

Located at 989 Madison Avenue, the 667 square-foot boutique is located near The Met Breuer as well as the Mark, Carlyle and Surrey hotels. Designed to appear like a jewelry box, the new location houses a variety of the brand’s fine jewelry for men and women, including earrings, necklaces, bracelets, cufflinks and rings. The Madison boutique will also be an exclusive carrier of several diamond pieces, an extension of the brand’s ‘Nura’ collection.

According to a statement provided to FashionNetwork.com, the Madison boutique was chosen after the brand identified a strong client base on the Upper East Side. The new location joins Monica Vinader’s other New York City boutique in SoHo. Located at 151 Spring Street, the SoHo shop was opened in 2016 after an analysis of the brand’s web orders pinpointed a customer hot spot in downtown New York City.

In addition to the new boutique opening, Monica Vinader is further boosting its North American presence with an update to its partnership with Nordstrom. First launched with the department store company in 2015, Monica Vinader is set to expand its presence in Nordstrom stores from the current 58 doors to 62 by the end of 2019. Today, five Nordstrom locations house Monica Vinader shop-in-shops, including locations in Costa Mesa, Chicago, San Jose, San Diego and Vancouver.

The brand recently expanded its engraving offering to all doors, allowing shoppers to customize approximately 25 percent of the overall collection with personalized engravings. Looking forward, the brand will open a personalization bar and engraving station as part of a new format at Nordstrom’s upcoming women's flagship, set to open later this year on 57th Street.

Representatives said the brand is considering additional locations in New York and other key cities in North America, but cannot confirm specifics.