From Beach to Peaks: FoundRae Expands to Aspen

By Annie Davidson Watson | January 27, 2026

FoundRae is continuing its retail expansion with a newly opened boutique in Aspen, Colo. Coming on the heels of the brand’s Palm Beach, Fla., debut last fall, the Aspen opening signals a calculated growth strategy focused on luxury destinations where storytelling through jewelry and high-net-worth clientele intersect.

“We approach each store location as an opportunity to offer a completely unique experience of FoundRae, and it’s especially inspiring for us to find locations within cities or neighborhoods that have particularly strong character. Aspen is one of those places,” FoundRae’s founder and creative director, Beth Hutchens, tells JCK.

“Each location is chosen not for scale but for resonance. Our stores are spaces for connection, conversation, and meaning, and Aspen allows us to bring the FoundRae philosophy to life in a uniquely immersive way,” she adds.

foundrae aspen interiors — *The interior of FoundRae’s new Aspen store*

Located at 520 E. Hyman Ave. in Aspen’s cultural district, the new boutique eschews the traditional look of jewelry retail for the warmth of a stately library. Under a lacquered ceiling, the space features green marble flooring with brass inlays and walls wrapped in embossed leather and jewel-toned velvet.

However, the store’s true focal point centers on craft, as FoundRae invites consumers into the technical process with a jeweler/engraver on-site, bridging the gap between a retail transaction and a bespoke experience.

The brand, which counts Zendaya and Taylor Swift among its collectors, built its reputation on a now instantly recognizable lexicon of symbols. It has added an Aspen medallion to its designs: Available exclusively at the new boutique, the piece incorporates local iconography—horseshoes—and a bit of the Western aesthetic.

With a highly personalized modern heirloom philosophy, FoundRae is betting that Aspen’s creative set is looking for more than just sparkle—they are looking for a narrative.

(Photos courtesy of FoundRae)

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