Despite wet feet, soggy pants, and a couple umbrellas to the eye en route to the Honora store opening last night, I found the evening both interesting and exciting from an industry perspective.

They say it’s all about location, location, location. And Honora certainly gets that. The new retail store–a first for the brand–sits smack in the middle of 57th Street’s prestigious strip of designers like Chanel, Christian Dior and Louis Vuitton. And it is yet another sign that jewelers–even longstanding “trade” brands like Honora–are moving in and ready to stand shoulder-to-shoulder with the fashion world.

Last night, heavy downpours over the Big Apple did little to squash the celebration by customers, press, and industry insiders. At the opening bash, the space was packed to claustrophobia-inducing levels. As Honora CEO Joel Schechter beamed his way through the crowd of well-wishers, he told me that he couldn’t be more pleased.

Honestly, neither could I. (Having spent the past 9 years of my life trying to convince the jewelry industry to think more like their counterparts in fashion, I’m always thrilled when someone actually does.)

The crowd made it hard to actually see much of the fashion-forward pearl jewelry in the cases, but the prime location ensures that consumers–from locals to shopping tourists that regularly crowd the area–will see a whole lot of it and, perhaps, discoverthat there’s more to a bejeweled life than just Tiffany’s.

JCK