New York-based fashion jewelry retailer BaubleBar is bringing its trend-right collections to downtown Manhattan. The company debuted a streamlined pop-up shop at 131 Greene St. this morning that will run through Aug. 13.
The new space, dubbed BaubleBar SoHo, offers jewelry styling sessions, an actual bar sponsored by Godiva Spirits cocktails, and nonstop events over the course of its two-and-a-half-month life span.
A grand opening party, tonight from 5:30 p.m. to 9:30 p.m., kicks off the schedule of events, which also features a bridal-focused gathering and a session with a Swarovksi representative on DIY-ing with crystals. Designers from studios that have collaborated with BaubleBar, including Sequence and Bing Bang, are also slated to make appearances at events.
BaubleBar’s new pop-up shop in SoHo (Photos courtesy of BaubleBar)
“After our successful Meatpacking District pop-up in February, we knew that we wanted to do a larger experiment with our offline concept in New York City,” says Katharine Hill, director of offline for BaubleBar. “Testing close to our home base makes it incredibly easy for us to adjust inventory [and] product based on real-time feedback we are getting from within the store. We also wanted a large, open space that would lend itself to all of the exciting programs we have built into the shop for the summer.”
The opening coincides with the debut of interactive styling guides from the retailer detailing how to wear various looks (“women actively seek out and want more advice on how to mix and match pieces together,” notes Hill), and a useful new download—the Personalization App, built by Gin Lane Media, that lets shoppers “build before you buy,” using an interface loaded with a bevy of best-selling customized pieces from the retailer.
“As a retailer that got it’s beginnings online, we are very mindful of how technology can be leveraged to really enhance and improve the traditional shopping experience,” says Hill. “That said, our move into the offline space is a similar acknowledgment that technology can have its limitations. Our SoHo store was specifically designed to bridge the gap by utilizing offline and online elements to create the best shopping experience possible for our customers.”
BaubleBar also operates a shop at 230 Fifth Ave. in New York City, adjacent to its company headquarters. Daniella Yacobovsky and Amy Jain, two former financial analysts who met in Harvard Business School, founded the company in 2010.