Industry / Retail

Dune Jewelry Expands Headquarters With Feel-Good Luxury Boutique


Dune Jewelry founder and CEO Holly Daniels Christensen wanted to create an omnichannel shopping experience for her longtime customers as well as a destination for anyone seeking luxury retail therapy. So she designed her newly opened boutique in Norwood, Mass., with a beach theme that connects to the Dune Jewelry brand and as a serene spot for people to shop her partner vendors, who offer home and wellness goods akin to Christensen’s work.

“These are products that I personally love and are about supporting the individual in mind, body, and spirit,” Christensen says. “I also wanted to support other small-business owners and women-owned companies.”

Cove exterior
Holly Daniels Christensen calls her new boutique a “jewelry box” of a store, at 300 square feet.

The Cove boutique is in the same building as Dune Jewelry’s design studio, where Christensen and her team craft each piece of jewelry. Christensen describes Dune as an experiential company known for using sand and earth materials to create exceptional pieces, including customized jewelry for clients based on their personal memories of iconic locations worldwide.

Interior design of the 300-square-foot store is minimalist because of the small space, Christensen says. She says she concentrated on making each detail stand out and, to emphasize the beach theme, focused on organic elements, including marble display stands and wood shelves.

“When you come into the Cove, you know you’ll be able to buy something wonderful—that’s the retail therapy. But there’s a much deeper meaning to that phrase,” Christensen says. “It’s about creating feel-good moments. You know there’s always going to be great music playing. Everything will smell great and lift your mood. We always offer people a cold beverage right when they walk in, providing that additional comfort.”

Cove interior
Customers can find home and beauty products in addition to Dune jewelry at the Cove.

The store carries everything from books, journals, and pens to soy candles to eco-friendly hair care and other natural bath and body products—for people who want to buy something nice for themselves or to give someone they love, Christensen says.

“It’s affordable luxury,” Christensen says. “You should be able to invest in yourself if it makes you feel good, like a well-made pen. That pen feels good in your hand and makes writing something special.”

A grand-opening party was held July 6 at the Cove’s 935 Washington St. location. Christensen says she’s aimed to enhance retail in Norwood (south of Boston) and provide a meeting place for fans of her jewelry and people shopping for fine gifts for family and friends. The party included music by a local performer, free swag bags, and a raffle to win a phone consultation with a spirit medium.

Christensen founded Dune Jewelry in 2010 to provide fine and personalized jewelry. People can submit their own sand or other material or ideas for representing their favorite place, whether it is a beach or golf course, or soil from their favorite trail. Dune Jewelry also is available in more than 700 stores worldwide and in many cruise ship shops.

Top: The new Cove shop, located in the same building as Dune Jewelry’s studio, showcases Dune jewels along with health, stationery, and home goods that Dune founder Holly Daniels Christensen loves. (Photos courtesy of Dune Jewelry)

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Karen Dybis

By: Karen Dybis

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