With its minimalist mindset, neutral palette, and abundance of mirrors, the second Ring Concierge store in New York City promises to be a destination location for the brand Nicole Wegman founded nearly a decade ago.
Opening Nov. 19, the store at 946 Madison Avenue is only a few blocks away from the Ring Concierge headquarters and bridal showroom. Wegman says the second location is her way of giving her clients even more product selection and a place to experience the brand in person, whether buying for themselves or as a gift.
“Expanding our retail footprint is a big strategy for us in continuing to grow our fine jewelry business and overall brand awareness,” Wegman says.
Wegman started the brand in 2013, and she says it has been profitable since then because of her focus on e-commerce and Instagram marketing. Ring Concierge opened its first brick-and-mortar location on Bleecker Street in November 2021, and that store rings up a revenue of $9,300 per square foot, the brand says.
The second location happened quickly because of that retail success, Wegman says, but it was also a real estate opportunity the brand couldn’t resist. Plus, its opening in time for the holiday season lets Ring Concierge hit that “untapped demand” it knows is in the marketplace for luxury right now, she says.
“The transition from one store to two has been pretty seamless,” Wegman says. “We learned a lot in our first year having a brick-and-mortar store, and opening our Madison Avenue store has given us the opportunity to take action on those learnings. With 80% of our Bleecker foot traffic knowing about the brand already and it being a destination, we knew that regardless of the location, our clients were eager to shop in person.”
The store’s interior design reflects Wegman’s personal style and the brand’s overall aesthetic, Wegman says. Her apartment, the Ring Concierge office, and even her lake house she’s building all center on a neutral color scheme, focusing mainly on whites.
“I wanted the space to feel minimalist but inviting. We added Tom Dixon light fixtures for a pop of gold, but everything else is simple to keep the attention on the jewelry,” Wegman says.
The Madison Avenue store will reflect its own unique clientele as well, Wegman says.
“Madison Avenue is a destination for luxury and a different clientele than our Bleecker Street client. Our product offerings will feature a range of iconic RC pieces that can be stacked and styled from day to night, including rings, bracelets, necklaces, and earrings,” Wegman says.
The store also will offer an assortment of ready-to-wear wedding bands. Additionally, clients will be able to experience the brand’s bespoke engagement rings in person with replica rings available to try on, featuring some of its most popular settings.
Wegman says she is excited to see the reaction to this location and the holidays in general with the second store, given the “gift for yourself” part of the holidays that every household’s primary shopper tends to enjoy.
“I thought more women wanted to take control of their engagement ring and fine jewelry purchases, and I think our success proves that was true,” Wegman says.
Top: Ring Concierge will open its second retail location on Nov. 19, snagging its own little piece of Madison Avenue for a jewel box of a store, says founder and CEO Nicole Wegman (photos courtesy of Ring Concierge).
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