Guzema Invests in Community at New SoHo Boutique

By Karen Dybis | July 16, 2026

Guzema’s owners see the Ukrainian brand’s first U.S. boutique not only as a destination for fine jewelry but as a place for people to gather for good tea, good books, and a community-centric experience.

The 1,100-square-foot boutique at 112 Wooster St. in New York City’s SoHo neighborhood held a grand-opening party Wednesday. “SoHo always had a special vibe for us,” says Guzema cofounder and CEO Mariana Lenha. “It took our hearts when we did our first pop-up shop there as an experiment. It’s not like Fifth Avenue; SoHo is more about art and craftmanship. It’s a special place for us.”

Guzema opens this first store outside the Kyiv area as it is celebrating its 10-year anniversary. Lenha and former fashion editor Valeriya Guzema launched the brand in 2016 and have three boutiques in and around Kyiv.

Guzema exterior — *Jewelry shoppers and browsers can step away from NYC’s often hectic street scene into the new Guzema boutique.*

Some people visit the Kyiv stores for tea, coffee, and conversation as much as they do to buy fine jewelry, according to Lenha and Guzema. Clients and even strangers may wander in just to get away from the noise and chaos in the streets (Ukraine has been at war since Russian forces invaded the country in February 2022).

Guzema and Lenha wish to serve the SoHo neighborhood in a similar way. People who come inside the new store can enjoy respite from a busy, rushed city, and they’re welcome to sit down, chat with client advisers, and learn more about the brand.

“We don’t believe people just buy jewelry now. They buy a story, they buy craftsmanship,” Guzema says. “And we wanted people to know we are a Ukrainian brand. We want them to know who we are and what we do back home. We wanted to bring that experience to the United States so our client can feel that history.”

Guzema describes her brand’s jewelry as “refined minimalism.” It features delicate diamonds, sculptural silhouettes, and signature collections such as Flats and Orbs, which are highlighted throughout the SoHo boutique.

Guzema interior — *A warm gray palette and furnishings with soft curves make the SoHo boutique feel homey and welcoming, Guzema’s owners say.*

For the new store, architect and interior designer Victoria Yakusha used a nearly monochromatic palette, anchored by soft gray tones. The color scheme is meant to be calming and elegant, Guzema says. It doesn’t distract from people’s eyes moving freely around the space, allowing the jewelry to provide sparkle and shine.

Decor highlights include furniture and lighting from Yahusha’s design collection, Faina, as well as contemporary art on the walls. Guzema calls the store’s hand-sculpted custom displays “vessels” and says they showcase the jewelry as if it were artwork.

She is keeping some of her favorite books—jewelry-related and other titles she’s enjoyed—in the SoHo boutique for clients to look through. The shop also has a small VIP room for private consultations.

“People say in the Ukraine when they come into one of our boutiques, time seems to stop. We want that same feeling in SoHo,” Guzema says. “We’re working not just to create a beautiful space but a place that offers mental health and healing.

“Everyone is always running somewhere in New York. I want to make time stop and give them some time for themselves.”

Top: Guzema’s first U.S. store is located in the heart of SoHo, on Wooster Street between Prince and Spring streets in Manhattan. (Photos courtesy of Guzema)