Madison Avenue, long a beacon for luxury shoppers, is experiencing a chic revival. Nestled among contemporary independent jewelers like Foundrae, Sauer, and Irene Neuwirth, legendary names such as Graff, Fred Leighton, and David Webb now find themselves invigorated by the neighborhood’s renewed glamour.
The crown jewel of this transformation? The newly opened Van Cleef & Arpels boutique, housed in an exquisitely restored 1920s red-brick townhouse at the corner of Madison and 62nd Street. Blending French art deco elegance with a modern, whimsical touch, this five-story boutique offers an enchanting jewelry experience unlike any other.
A Fairy-Tale Arrival in Manhattan
To celebrate its debut, Van Cleef & Arpels enlisted French-Belgian illustrator Julie Joseph to craft a captivating film campaign. The narrative follows one of the brand’s iconic fairies journeying from France to Manhattan via ocean liner, dancing among the jewels displayed in the boutique’s windows.
This enchanting story mirrors the boutique’s blend of tradition and modernity. The historic townhouse, once home to Hermès, complements Van Cleef & Arpels’ Fifth Avenue flagship and Hudson Yards presence, creating a trifecta of luxury destinations across Manhattan.
Design Details That Dazzle
President and CEO Helen King describes the boutique as “a singular universe” of craftsmanship and design. The boutique features:
- Art deco furnishings with sophisticated palettes and textures.
- A Veronese chandelier in the entryway and soaring silver-leafed ceilings by Fresco Decorative Arts, shifting hues between dove gray and sage green depending on the light.
- Windows concealed by screens inspired by the brand’s iconic Ludo bracelet.
A spiral staircase leads to the second floor, where a Gatsby-era penthouse sitting room awaits, complete with hand-painted pink floral wallpaper by Fromental.
Showcasing History and Heritage
Throughout the boutique, archival jewels shine as museum-worthy exhibits. Highlights include:
- Marlene Dietrich’s mystery-set ruby Jarretiere bracelet.
- Dainty ballerina and dancer clips.
- Brooches shaped like gemstone bouquets, poodles, and the Torch of Liberty.
A Rooftop Oasis Awaits
Private salons occupy the upper levels, accessible by invitation only, while the fifth floor wows with an art deco bar. Featuring a fluted front, black lacquer fireplace, and celadon velvet lounge seating, it’s the epitome of refined luxury. A rooftop terrace is set to debut in spring, promising yet another magical dimension to this extraordinary space.