Modern fine jewelry brand ÂME has opened its first New York Flagship in the Soho. The opening marks the next step in ÂME’s global retail expansion plan following the opening of the brand’s first store at Westfield Century City Mall in Los Angeles, CA this past April.
It is with such pleasure to once again be setting permanent roots in New York through ÂME, having lived part of my childhood in New York many moons ago. New York taught me lessons in individuality and expression, which has become part of my mission in designing diamond jewelry for women that displays their unique soul and journey and most importantly, can be worn every day. Our store is a continuation of that mission.
– Elinor Avni, ÂME’s Creative Director
Launched in 2019, ÂME is a jewelry brand lead by creative director Elinor Avni. The interior was designed by architecture firm Baranowitz+Kronenberg (B+K), a frequent collaborator for the brand, having also designed their Los Angeles store and New York pop-up shop. The space is designed to welcome consumers to the world of ÂME through the creation of custom-made display pods and hanging capsules, each of which is presented within a state-of-the-art glass cloche. B+K also collaborated with Anne Kyyro Quinn to develop 3D felt panels along the walls of the store, which are set against a reflective stainless-steel ceiling and mirrored back wall. The resulting experience is one of an illusionary depth and height.
Each display pod has its own uniquely designed sound, scored by DJ and musician, Mimi Xu, whose credits also include work with Prada and Marni. ÂME’s signature in-store scent was created by British perfume designer Azzi Glasser.