Reinstein Ross Rebrands for a New Era

The Reinstein Ross boutique on Madison Avenue is opening its doors to New York City Jewelry Week attendees on Wednesday, Nov. 20, for some light refreshment and a tour of its workshop. But for a more up-to-date window on how the beloved fine jewelry company has evolved since its 1985 inception, you should head downtown to its very chic and modern sister location on Gansevoort Street.

There you will perhaps get a more accurate reflection of how Reinstein Ross is reinventing itself in an effort to appeal to millennials and Gen Zers, particularly those who grew up with moms who wore the brand’s bracelets and Grecian-inspired drop earrings.

Reinstein Ross Gansevoort
Reinstein Ross’s sleek Meatpacking District location offers passersby a glimpse of bench jewelers at work via street-facing floor-to-ceiling windows.

Longtime fans of brand, which was founded by jewelry designer Susan Reinstein and gem expert Brian Ross, will note that the logo has been replaced anew.

The company’s website underwent a redesign this fall, with updated functionality and refreshed aesthetics that speak to younger urbanites straddling a personal connection to Reinstein Ross of yore and their desire to wear jewelry that reflects their personal style in the moment.

Campaign imagery starring 26-year-old Eleanor Lambert (daughter of actors Diane Lane and Christopher Lambert) and shot by photographer Daniel Garriga also seems to be targeting not a contingent of Upper East Side loyalists, but rather gallery scenesters or the fashion-minded tourist casually browsing the Meatpacking District’s innumerable très chic shopping destinations.

“Evolving the brand and product by keeping the iconic essence of Reinstein Ross is essential—colored gemstones, custom alloys, and granulation—but [we’re] making some designs lighter and more playful by adding diamonds into the granulation or taking some of our most-loved statement rings and either scaling them down to be delicate and layerable or updating them with new stones and cuts that are in higher demand now,” says general manager Jennifer Lavorante.

Reinstein Ross campaign
The new look of Reinstein Ross as photographed by Daniel Garriga. The brand pillars of custom gold alloys, granulated and braided details, and vibrant gems remain, but everything has been infused with a bit of levity and cool factor.

Customization, and the ability to collect and wear an entire wardrobe of Reinstein Ross bracelet, necklace, and earring combinations, have always been intrinsic to the brand’s identity and appeal, but the new direction puts this at the forefront of its marketing strategy.

“We have always offered product that can be purchased directly from the case, but clients love the opportunity to design their own piece and personalize details, which could be as basic as having us source a different type of stone or cut for a current piece in the line to taking their favorite design aspects from a variety of pieces within the collection to create a whole new look,” says Lavorante.

You can also make an appointment to work one-on-one with an associate to assemble a beaded bracelet, handpicking the type and configuration of the stones, or to breathe new life into an heirloom design—including some that are Reinstein Ross from the 1980s and 1990s—so that it feels more current and wearable.

“The request for heirloom resets has increased significantly over the last year to become about 30% of our business,” says Lavorante. “Some clients are creating engagement rings from a piece that was given to them, while others are bringing multiple pieces [to create] a look using various stones. Creating something together that is within our aesthetic, partnered with [the client’s] creative feedback, gives them the opportunity to make their new piece a great conversation starter, something they are proud to share with others.”

Below, the pieces that are heralding the new era of Reinstein Ross, from heart-shape studs perfectly sized for an ear stack (and Christmas stocking) to statement bracelets combining rows upon rows of the silkiest, most intricately handcrafted 22k gold link chains.

Reinstein Ross Sahara opal studs
Sahara earrings with opals and diamonds in 20k peach gold, $2,600
Reinstein Ross bead bracelets
From left: Isabella bracelet with rubies, pink sapphires, emeralds, blue sapphires, and pearl beads, and Isabella bracelet with blue sapphires, both in 20k peach gold; $1,600 each
Reinstein Ross white and yellow gold large bracelets
From left: 7-row Guinevere bracelet in 22k yellow gold, $12,000; and 5-row Guinevere bracelet in 18k white gold, $9,500
Reinstein Ross stud earrings
From left: Circle stud earrings with diamonds in 18k white gold, $995; Heart stud earrings in 20k peach gold, $325


Top: Heritage jeweler Reinstein Ross has relaunched its website with campaign imagery that speaks to the brand’s new focus on a younger client who values jewelry that offers customization options, lends itself to stacking and layering, and loves that the pieces are handmade by a team of artisan goldsmiths in New York City.

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Amy Elliott

JCK Contributing Editor

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