Guzema Fine Jewelry has made a dazzling debut in New York City with its first pop-up boutique in SoHo. Founder Valeriya Guzema created a space that blends her love for art, photography, and design, showcasing new jewelry collections, including the brand’s first men’s line.
The pop-up, located at 74 Grand Street, will be open through January 3. “This boutique is more than a store—it’s a way for our American customers to experience the heart of Guzema Fine Jewelry and the craftsmanship behind every piece,” says Guzema, who founded the brand in 2016 in Ukraine, where she operates three other boutiques.
A Space of Refined Minimalism
Designed in collaboration with set designer Lili Amir Regen, the boutique features a minimalist interior that reflects Guzema’s ethos of feminine elegance and timeless simplicity. The space includes:
- Art by rock icon Patti Smith, adding an inspiring touch to the decor.
- Functional yet artistic standing furniture, enhancing the curated shopping experience.
The boutique also features holiday decor, creating a festive backdrop for customers exploring the Christmas jewelry collection or shopping for loved ones. Among the highlights are the Guzema Bold Quintet Flat Earrings, crafted in 18K gold and featuring 2.302 carats of diamonds, priced at $13,220.
A Family Affair With New Men’s Designs
The pop-up marks a new chapter for the brand as it unveils its first men’s collection, designed by Guzema’s husband, Timur Fatkullin. A world aerobatics champion and founder of aviation company Aerotim, Fatkullin brings bold energy to the brand’s expansion. He will be at the boutique alongside Guzema to connect with clients and share insights into his design process.
“This collection is taking Guzema Fine Jewelry in a bold new direction,” Guzema says.
Celebrating Everyday Luxury
Guzema describes the pop-up as a space for customers to feel an intimate connection to her handmade pieces. “We want our clients to touch, try on, and truly experience the craftsmanship behind our jewelry,” she adds. “This is about building a global community of people who appreciate beauty, quality, and timeless design.”
The illuminated Guzema sign in the boutique’s window symbolizes a milestone for the brand. “Seeing our name light up SoHo’s streets was an unforgettable moment,” says Guzema. “This pop-up is the next step in our journey of bringing Ukrainian elegance to the world.”