Australian luxury jewelry box label Trove is expanding in the U.S. with its first flagship.
The four-year-old brand is opening its doors on Friday at its 1,000-square-foot store located on the corner of West Fourth Street and Bank Street in the West Village. The store is designed to resemble an antique jewelry box, like the styles that Trove offers.
“It’s a mix of modernity and tradition and really stepping into that moment of opening your jewelry box and reflecting on your memories and the precious pieces that are inside,” said founder Hannah Ward. “Design-wise, it’s a mix of eras. You walk through and there will be changes in texture and changes in mood. One of the rooms we feel it’s like a jewelry box. It feels like you’re almost in your own home. I think people will really feel like they’re part of the Trove world.”
According to Ward, Trove’s design process focuses on “creating timeless, but modern products.” Trove’s jewelry boxes are inspired by antique styles from the early 1900s and are meant to give a contemporary take on lacquerware methods. Prices for Trove’s products range from $128 for jewelry trunk inserts to $979 for the brand’s largest jewelry box size.
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Trove’s West Village store features the brand’s products and includes a VIP lounge where customers can have private viewings and a space to relax.
“What we nailed was the emotional connection that people have with their pieces and the magic of that moment when a woman or a man opens their box and reflects on their stories and reflects on their lifetimes,” Ward said. “It’s been a really great journey until now and we’re really excited to launch properly in the U.S. with our own retail store.”
This is Trove’s first store in the U.S.; however the brand has wholesale partnerships with specialty boutiques across the country.
Trove is also launching a Designer in Residence program at the West Village store, where it will be highlighting a select independent jewelry designer and their designs on a rotating basis each month. Trove is kicking off the program with Brazilian jewelry designer Fernando Jorge.
“It’s lovely because we’ve been on the other side as a wholesaler,” Ward said about launching the program. “So, it’s lovely to be able to support brands we really feel aligned to, whose work we really love and they share our passion for craftsmanship. All of the brands we’re working with share our passion for artistry and quality, so it’s been really lovely to have conversations with them and work with them.”
Ward explained that the goal for Trove’s West Village store is to continue connecting with new and existing customers and spotlighting independent jewelers. She stated her next plans for Trove are several upcoming collaborations.
“We’re in the West Village, which is the perfect spot for our brand,” Ward said. “It’s got a real sense of community, individuality and creativity, and it’s a really intimate area. I just feel like it’s the perfect fit for Trove in terms of the experience we want to offer our customers.”
