Erica Weiner jewelry is closing its shop in the Nolita neighborhood of Manhattan, and beginning July 1 will go appointment only at its Brooklyn store (360 Atlantic Ave.), which also serves as the company’s workshop.
A cheery email went out to the retailer’s newsletter subscribers yesterday, explaining: “The internet has taken our little jewelry company to incredible new heights and a wide, wild audience. At the end of June, our brick-and-mortar locations will be closed to the public so we can focus on our rapidly expanding online business. Don’t worry, the Nolita shop may be shuttered, but we’re staying in our beloved Brooklyn shop/studio, and you can make an appointment to shop with us.”
The email went on to address all the different jewelry needs the retailer offers, with instructions to make an appointment after each: “If you need a wedding band we’ll measure you for it and walk you through the process in Boerum Hill, Brooklyn. Make an appointment. If you want to try engagement rings on in person, come on over! Make an appointment. If your antique jewelry needs a replacement stone, or a repair or resizing, make an appointment—we’ll help you out just like always. Wanna look at beautiful things and nerd out about jewelry? I am so into it. But we’re appointment only now, so let us know you’re coming.”
The retailer then gave out the appointment email—firstname.lastname@example.org—instructing would-be shoppers to note in their correspondence the date and time they would like to come in.
Weiner, who crafts her own collection and also sells estate and vintage jewelry, launched her namesake line in 2005. After hustling to sell her first handmade pieces at marketplaces including Artists & Fleas in New York City, she received a big order from Anthropologie for a necklace style, which allowed her to move into a studio space, bring on a partner, and properly launch her business.
She opened her Manhattan store in 2011 and her Brooklyn spot in 2013.
Top: Rings by Erica Weiner Jewelry (image courtesy of Erica Weiner Jewelry)