Ara Vartanian Opens Moody São Paulo Flagship

By Karen Dybis | May 08, 2026

Brazilian jeweler Ara Vartanian has opened a flagship boutique in São Paulo as part of his brand’s push into the fast-growing Latin American luxury market.

“I envisioned this space as a setting for conviviality—an environment where curated and creative encounters can unfold naturally, reflecting the aesthetic language and universe that shape my work,” Vartanian said in a statement. The store, which occupies about 690 square feet, is located on the second floor of the Iguatemi São Paulo shopping center.

Vartanian has positioned himself as one of the more design-driven voices emerging from Latin America, known for his structured jewelry pieces and innovative use of gemstones, including inverted diamonds.

His fine jewelry is handcrafted in a São Paulo atelier by a team of specialized artisans, and the Vartanian brand has built a following spanning Brazil and Miami—where he has a boutique in the Bal Harbour Shops.

ara vartanian Sp interior — *Jewelry display cases are illuminated in the dark and moody interior of Ara Vartanian’s São Paulo flagship.*

Global brands have been turning to Brazil as its domestic wealth rises and its high-end consumers prove resilient. For Vartanian, this means doubling down on his home market, while continuing to cultivate an international client base on two continents.

The new flagship, with interior design by Estudio Orth, features a facade made of large blocks of Cristallo Pettrus, a quartzite Vartanian loves for its Brazilian roots and use in the country’s architecture. In designing the boutique, he sought to reflect both a high jewelry experience and the culture of São Paulo and Brazil.

Using this specific quartzite also aligns with Vartanian’s belief in responsible mining: Cristallo Pettrus has a reduced environmental impact when it is mined because it is extracted using rainwater and solar energy.

ara vartanian SP decor — *A tapestry along with furniture and a vintage piano from Vartanian’s personal collection contribute to the home feel of the boutique.*

Inside the new store, Estudio Orth created a dark and moody vibe with a deep green palette accented by Imbuia wood and other natural materials, cast metals, and custom-designed millwork. A large-scale Japanese tapestry on one wall softens the space.

“The choice of green evokes the primitive and ancestral nature from which emeralds are extracted—stones that hold a central place in Ara Vartanian’s imagination and creations,” Estudio Orth creative director Seba Orth said.

Vartanian decorated the shop with vintage pieces from his personal collections, including sofas, armchairs, and a recently restored 1908 Steinway piano. These furnishings reinforce the feeling that clients are inside Vartanian’s home, he said.

Top: The exterior of the new Ara Vartanian flagship store is made with Cristallo Pettrus, a quartzite the jewelry brand selected to represent its aesthetic and commitment to sustainability. (Photos courtesy of Ara Vartanian)