109 Mercer Street, New York City
“Festive, feminine, and relaxed” is how heiress and businesswoman Ivanka Trump wants you to feel when shopping at her new flagship SoHo boutique. So she’s kitted it out with beautiful soft curtains, comfy velvet stools, and tiny tasty candies. But don’t think for a minute that it isn’t exceptionally glamorous. The curtains are silk. The seats are Art Deco. And those sweet little candies? They taste like champagne.
Blast From the Past
Walking inside Trump’s store is like stepping into a scene from a classic movie. You can almost see Jean Harlow and Bette Davis lounging on those black-and-cream chairs, trying on the black onyx bead necklaces and admiring themselves in the shop’s mirrored walls. Or perhaps Marilyn Monroe is there, perched on one of the coral-colored stools, fastening a rock crystal bracelet. “I have always had a passion for the classic elegance of the past—the Art Deco style of the ’20s and ’30s, and the glamour and femininity of the divas of old Hollywood in the ’40s and ’50s,” Trump says. “The first piece of jewelry I loved was an Art Deco diamond necklace my mother gave me when I turned 21. It’s the most inspiring piece I own.”
Coral—along with black and white—also makes a frequent appearance in Trump’s designs and boutique. “It’s been my favorite color since I was a child,” says the designer. “It’s bright, bold, and memorable.” Like her jewels, which have a splash of coral on the back branding them as Trump designs, the store’s south wall is painted entirely in the eye-catching hue. It’s the only section of the boutique that the general public is allowed to photograph.
Trump’s signature oval shape pops up in her decor and her jewelry. A small part of her collection is housed in two mirrored octagonal oval cases called beehives for their resemblance to the honey maker’s home. What’s inside is just as sweet: $145,000 white diamond tassel earrings in one hive; a black diamond tassel lariat with matching earrings and bracelet in another.
The store’s bridal salon sits on its lower level, tucked underneath an impressive crystal chandelier that’s surrounded by a cascading crystal chuppah. Trump—who converted to Judaism when she married businessman Jared Kushner in 2009—chose the chuppah as a symbol of wedded bliss, “a celebration of love’s beauty above our bridal salon.” But before you can stand beneath it—and check out her 18k white gold and diamond wedding collection—you must literally walk down the aisle: a black and white chain-link carpet that’s laid in a strip on the Italian marble floor and leads to the salon like a bride’s path to the altar.
Trump covered one wall with puffy white upholstery; combined with the mirrors, it creates a boudoir feel where her female clients can “feel at home and play dress-up.” One of her main goals was approachability—something she found lacking in high-end shopping experiences. “An Ivanka Trump customer,” she emphasizes, “will never be treated like a cat burglar.”
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