For those who treasure fine jewelry, stylish and functional storage solutions are a must. That’s exactly what Trove, the innovative jewelry care and storage brand, delivers with the opening of its first U.S. flagship store in New York City’s West Village. Located at 301 W. 4th St., the boutique opened its doors on November 8, offering a seamless blend of storage solutions and curated jewelry designs.
A Home for Style and Sophistication
The 1,000-square-foot boutique, designed by Tali Roth in collaboration with Trove founder Hannah Ward and U.S. business partner Jen Rubio, exudes luxury. The interior features:
- Custom wood furnishings and airy glass cases.
- A high-gloss ceiling that creates a striking visual effect.
- Trove’s signature jewelry boxes displayed on open shelves, accompanied by jewelry pieces from international designers.
The store’s debut collection includes designs by Fernando Jorge, Trove NY’s first designer in residence, whose exclusive pieces are prominently showcased.
A Destination for Community and Connection
Ward chose New York’s West Village for its welcoming and community-driven vibe. “It’s very intimate, and we want to have a close relationship with our customers and partners,” she explains. The store aims to be a destination where visitors can discover what’s new, experience Trove’s designs firsthand, and feel at home.
Rubio, who is also the CEO of luggage brand Away, brought her artistic touch to the space, lending personal pieces from artists like Paulina Olowska, Ewa Juszkiewicz, and Louise Giovanelli for decor. “The store is a mix of eras, layered with art, objects, and of course jewelry,” Rubio shares. “We wanted it to feel warm—like trying on jewelry with a friend.”
A Modern Take on Tradition
One of Ward’s favorite features of the store is a dedicated dressing table, where customers can try on jewelry and experiment with Trove storage solutions. “This very old-fashioned ritual of self-care and reflection feels extremely luxurious and thoughtful when reinterpreted in a modern context,” she says.
Trove aims to inspire customers to cherish and showcase their jewelry collections. “A Trove piece is so much more than a functional item,” Ward emphasizes. “It is a vessel to hold your story, your most precious memories—both monetary and sentimental. Proper organization encourages you to explore your pieces and wear them more.”