retail at Hudson Yards<\/a>, a location she sees as aligned with her brand\u2019s earlier stage: modern, new and forward-looking.<\/p>\n\n\t\u201cMadison was a little bit stuffy,\u201d she explained. \u201cLandlords were not open to this idea of young brands coming and taking a space. The idea was always to look into more heritage brands.\u201d<\/p>\n
\n\t But the Upper East Side corridor has since changed, she said, with more movement, more openness and a different energy.<\/p>\n
\t\t\t\t\t\t![\"\"](\"https:\/\/wwd.com\/wp-content\/themes\/vip\/pmc-wwd-2021\/assets\/public\/lazyload-fallback.gif\")
<\/p>\n
\t\t\t\t\tThe retail floor inside Marli NY\u2019s Madison Avenue flagship.<\/p>\n
\n\t\u201cToday you can see a shift, a lot of movement,\u201d she said. \u201cIt creates a different energy.\u201d<\/p>\n
\n\tDesigned with architecture firm Aranda\\Lasch, the boutique builds on Marli\u2019s existing retail language while leaning further into the brand\u2019s New York identity. Limestone surfaces, geometric lines and restrained teal accents reference both the city\u2019s architecture and the brand\u2019s modern Art Deco influences, while the layout shifts away from the formality traditionally associated with fine jewelry stores.<\/p>\n
\n\tUpstairs, a private club-like space adds a softer hospitality element with lounge seating and custom design touches, including a table created with New York-based designer Djivan Schapira. Jewelry and watches are displayed together throughout the boutique, reinforcing Artinian\u2019s view of the categories as extensions of the same design vocabulary rather than separate businesses.<\/p>\n
\n\t\u201cRetail space today is not about only being a commercial space. It\u2019s really an expression of the brand,\u201d she said. \u201cIt\u2019s where the products become tangible.\u201d<\/p>\n
\n\tThat philosophy reflects her broader belief that fine jewelry retail has to overcome some of the category\u2019s traditional barriers. Security guards, locked doors and display cases can make jewelry feel intimidating, she said, explaining that her goal is to create a space that still communicates luxury, but with a sense ease.<\/p>\n
\n\t\u201cI want to take who I am and who I became in New York and infuse it in the boutique,\u201d she said, including hospitality touches informed by Artinian\u2019s own background and her life. \u201cNew York luxury is all about comfort. It\u2019s about being very attainable and flexible.\u201d<\/p>\n
\t\t\t\t\t\t<\/p>\n
\t\t\t\t\t Marli NY\u2019s Madison Avenue flagship.<\/p>\n
\n\tThe opening also coincides with the brand\u2019s recent entry into watchmaking, having debuted timepieces in Geneva during Watches and Wonders, though it showed the collection from its own boutique rather than inside the fair. The collection includes three case sizes and designs in rose gold, white gold, stainless steel and titanium, with natural mother-of-pearl dials and details drawn from the brand\u2019s jewelry codes.<\/p>\n
\n\tArtinian is careful not to position the launch as attempting to compete with the major heritage watch houses. \u201cOur space is more design and jewelry-led timepieces and not heritage brand space,\u201d she explained. \u201cWe want to play in our own zone, which is fashion-forward, design-led. And of course, craftsmanship is very important.\u201d<\/p>\n
\n\tThat component is central to how she is building credibility in a category dominated by long-established Swiss names. The brand has acquired manufacturing in Le Locle, Switzerland, which Artinian said gives the timepieces greater legitimacy and allows the brand to test prototypes and refine the product internally.<\/p>\n
\n\t\u201cThere was a lot of intention,\u201d Artinian said, adding that development took five years. \u201cThe design of the watch didn\u2019t happen just by chance. There was a lot of work put into it.\u201d<\/p>\n
\n\tThey are merchandised alongside her jewelry, a reflection on Artinian\u2019s view that the timepieces are an extension of the same design language rather than a separate category. \u201cThe idea is always to style the timepieces with the jewelry,\u201d she said. <\/p>\n
\t\t\t\t\t\t<\/p>\n
\t\t\t\t\t Marli NY\u2019s Madison Avenue flagship, the brand\u2019s second location in Manhattan. <\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy<\/p>\n
\n\tThe approach points to the founder\u2019s larger ambition. Asked whether she thinks of Marli as a jewelry brand, a watch brand or something broader, she did not hesitate: \u201cMarli is an experience in general.\u201d<\/p>\n
\n\tAs she enters a new phase, Artinian appears less interested in mimicking the codes of old luxury than in building a house with its own: rooted in craft, but intentionally less rigid; aspirational, but designed to feel personal; importantly New York in name, but increasingly global in view.<\/p>\n
\n\t \u201cEvery success we have is a celebration for another ambition,\u201d she said. <\/p>\n","protected":false},"excerpt":{"rendered":"\u201cWe are only a 12-year-old brand, and we come from heritage because I was born in this industry,\u201d…\n","protected":false},"author":2,"featured_media":239736,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[56944,12185,9,24,55,54,56],"class_list":["post-239735","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-york-city","tag-fine-jewelry","tag-madison-avenue","tag-new-york","tag-new-york-city","tag-new-york-city-headlines","tag-new-york-city-news","tag-ny"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/239735","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=239735"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/239735\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/239736"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=239735"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=239735"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=239735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}