Inside Ivanka Trump’s New Diamond-Packed Boutique


Multi-brand mogul Ivanka Trump moved her jewelry boutique from Madison Avenue to Soho last week, settling on a two-story spot packed with diamonds, black onyx, and pearls. At nearly three times the size of her former flagship, the new store will showcase shoes, handbags, apparel, and (early next year) watches, in addition to fine jewelry. The black, white, and coral interior — complete with a glittering Schonbek chandelier, stingray display cases, and white leather furniture — is meant to be inviting, rather than daunting. “There’s still a luxury sensibility, but not to the point of being off-putting,” explained Trump. “So often, jewelry retailers in the luxury realm have used intimidation to their advantage.” Instead, she’s instated Champagne Saturdays, when couples are encouraged to peruse the cases and scope out the conflict-free bridal bar upstairs. Click ahead for a look inside.

Ivanka Trump Fine Jewelry, 109 Mercer St., nr. Spring St.

Inside Ivanka Trump’s New Boutique