As jewelry designer Jennifer Fisher expands her brand, she goes back to her roots with the opening of her new boutique in the heart of New York’s SoHo (400 West Broadway). “I started my company out of my bedroom when I lived on Greene Street and had offices on Prince and Lafayette before moving to Fifth Avenue in 2014,” the founder and chief creative officer tells JCK. “After opening the Beverly Hills store in February of 2021 we started looking for opportunities in New York. We are a SoHo brand at the core, so making a return to the neighborhood felt right.”
But it’s not all about New York. Fisher, a Santa Barbara, Calif., native, worked with designer Michelle Gerson of Michelle Gerson Interiors to combine the industrial feel of Manhattan with a sleek California coolness within the 1,650-square-foot space. The solid white walls and marble countertops are contrasted by exposed brick walls, poured concrete flooring, and Entler chandeliers.
And within, customers can find jewelry pieces that the brand has become known for—from the dog tag necklaces that started it all to hoops of every size beloved by celebrities, including Hailey Baldwin, Jennifer Lopez, Cara Delevingne—as well as Fisher’s first fragrance, My Scent, and three blended salts from her home collection. Essentially, there’s a little bit of everything.
And even though Fisher just opened this location, she has no plans of slowing down anytime soon. “We are looking at Miami, Texas, and Chicago next, but there is no limit to where I would like to open stores. Also, my home collection with Kassatex launches on June 28. I am excited to continue expanding the Jennifer Fisher brand,” says Fisher.
Top: Jewelry designer Jennifer Fisher stands outside of her new boutique in New York City’s SoHo.
Photos courtesy of Jennifer Fisher
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