Jewelry designer Nak Armstrong has opened his first flagship store this month in the heart of Austin, Texas. The store, located within the Soho House at 1011 S. Congress Ave., is just a mile from the brand’s studio and corporate headquarters and houses Armstrong’s eponymous collection as well as his diffusion line Nakard.
The flagship will also offer custom services as well as limited-edition, one-of-a-kind pieces to be unveiled in November.
For the store, which was three years in the making, Armstrong wanted a space that reflected Austin’s laid-back vibe. “Austin is so informal in some ways, yet people are craving another interpretation of that—something luxe but approachable,” he said in a statement. In the end, he wanted to create “a beautiful residence you wouldn’t want to leave.”
Inspired by Milan’s midcentury Brutalist architecture, Armstrong worked with Austin-based Ann Tucker and her team at Studio A Group to create the space. Upon arrival, guests are greeted by a 10-foot-tall freestanding jewel box upholstered in chartreuse velvet. Once inside, they’ll notice high-gloss deep green panels and natural walnut accents, and a hand-cut mosaic of polished marble stones and terra cotta tiles. Display cases are lined in walnut and various shades of velvet-wrapped forms, and the space makes use of muted jewel tones as well as chartreuse, the brand’s signature color.
Armstrong, who’s celebrating his brand’s 10th year, said he wanted to open the retail space to both express his vision of Nak Armstrong and directly communicate with customers. “Our clients have been experiencing the brand through the lens of Bergdorf Goodman, Barneys New York, and other luxury retailers, but we wanted to provide our customers the opportunity to experience the full breadth of the collection in a space that is a visual articulation of the brand,” he said in the same statement. “Having my flagship allows me the opportunity to engage directly with my clients in a space where every color, every surface, mirrors the jewelry itself. Learning which pieces resonate with them and sharing my inspiration are some of the best aspects of my job.”
As for whether the designer plans to open additional stores in the future, Armstrong said, “Definitely.”
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