Designer Paul Morelli, an industry veteran with a healthy celebrity following (Rihanna wore Morelli earrings to this year’s CFDA awards), has opened his first stand-alone store, reports WWD.
The 2,000-square-foot shop, located at 895 Madison near 72nd Street, will feature the jeweler’s La Grange collection—composed of 18k yellow and white gold—exclusively, the designer told the daily paper. The boutique also doubles as the brand’s east coast showroom.
Courtesy Paul Morelli
Until now, Morelli’s designs, which range from $2,000 to upwards of $20,000, were available only at Bergdorf Goodman in New York City.
He said he began searching for a space downtown, but the Upper East Side felt like a better fit. “We know who we are,” he told WWD, “and have known who we are for a long time. We felt like it was a good time to open, after years and years of being what some people perceived as a best-kept secret. We wanted to step out and make a little dance step in the spotlight.”