Fortunoff said Friday it will move its Fifth Avenue store, currently located at 681 Fifth Avenue and 54th Street, to a new location at 3 West 57th Street in November. Fortunoff’s new store will be located at one of the world’s most prestigious shopping intersections, Fifth Avenue and 57th Street, in the company of the world’s most desirable and acclaimed global luxury brands.

The new three-story, 12,600-square-foot 57th Street store will be the first glimpse into Fortunoffs’ new and updated store concept. Fortunoff’s fine jewelry and fine watch brands will be showcased on the first floor, under a 17-foot high ceiling. The lower level will highlight a diamond boutique that includes engagement rings, wedding bands and other important jewelry. The upper level contains a “Baby Fortunoff” boutique with gifts and baby jewelry, and an interactive wedding and gift registry environment where customers can view Fortunoff’s high-quality tabletop and home furnishings, or access and purchase from a registrant’s wish list.

To coincide with the opening, Fortunoff said it will add new jewelry designers to the 57th Street store.

Designed by Barteluce Architects & Associates, a firm that has worked with luxury retailers such as Gucci, Cartier and Fendi, Fortunoff said the new location will be a combination of eco-friendly elements and state of the art design, furnished with recycled woods, and accented with recycled aluminum. The color palette will be warm, with earth tones and metallics, creating a neutral setting alongside low energy LED showcase lighting.

In addition to the 57th Street location, the classic Fifth Avenue store at 54th Street will stay open throughout the holiday season, giving customers two opportunities to shop in midtown Manhattan.

“The 57th Street location will update and strengthen our brand and take our business in an exciting direction,” said Arnie Orlick, Fortunoff chief executive officer. “This innovative store design incorporates new elements of taste, style, and design, while retaining the core values of selection, service, quality, and value that our customers have relied on for generations.” 

Metropole Realty Advisors, Inc. played a key role in securing Fortunoff’s flagship stores.

JCK