Jun 24, 2022
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Jennifer Fisher opens New York City flagship store in SoHo

Jun 24, 2022

​Finding a spot in SoHo to open her first street-level retail space in New York was a full-circle moment for Jennifer Fisher.

"I started my company out of my bedroom when I lived on Greene Street and had offices on Prince and Lafayette before moving to Fifth Avenue," said the founder and chief creative officer post-opening party via phone. "We are a SoHo brand at the core, so the neighborhood made sense."

The interior of the new Jennifer Fisher store, designed by Michelle Gerson - Jennifer Fisher

After opening her first store in February of 2021 in Los Angeles, the jewelry designer quickly started looking for opportunities in New York. The options were abundant in shopping districts such as SoHo because the Covid-19 pandemic left a path of vacancies in the city.

"There were other options, but this felt right, like when you meet a person. I immediately envisioned how the space would be."

One selling point of the space was its proximity to food establishments (La Durée is next door) and beauty retailers. "Just like in Beverly Hills. We found this works for us," she continued.

Her friend and designer of the Beverly Hills store Michelle Gerson worked with Fisher on replicating, for the most part, the design in the 1,650 square-foot space on West Broadway in a former Repetto store. Fisher and Gerson had the space wholly gutted, whitewashed the brick walls, poured glossy concrete floors, and outfitted the stores in bright white lacquer cases and vitrines and marble details throughout to show Fisher's collection of personalized 'milestone marker' fine jewelry and plated-brass pieces. 

The latter, with styles such as the hoop and chain bracelets, has become quite popular thanks to celebrities such as Michelle Obama, Selena Gomez, Jennifer Lopez and Alicia Keys becoming fans of the brand. The store will exclusively carry the men's 'Royal Cross' collection, a precursor to a full men's offering to come.

"People have asked for a men's collection," she noted. Also on offer will be three custom-blended salts and the new fragrance 'My Scent' once it's back in stock.

The new space will house Fisher's office along with PR and sales. Her staff grew by 35 percent since the pandemic, so extra space is welcome. For the time being, production and shipping will work out of the Fifth Avenue store and showroom until the designer finds a new space to house that aspect of the organization and one large enough to house a content studio, presumably closer to the new store.

The party felt for Fisher like 'the old days' or at least those prior to the pandemic.

Fisher (right) with designer Prabal Gurung (center), and Laura Kim of Oscar de la Renta - Jason Crowley/BFA.com

"It felt like a true New York fashion party with people having fun," she said. Fellow designers such as Prabal Gurung, Wes Gordan, Jason Wu, Laura Kim, Fernando Garcia, Rebecca Minkoff, and Stacey Bendet all came out to fete Fisher, along with personalities such as Savannah Guthrie, Olivia Palermo, and Tracey Anderson and fashion press; testimony her fan base extends far beyond her customers who can still reach Fisher via DM. 

​For the first time since launching, though, the designer has hired a social media assistant as keeping it up with her various projects has made manning it solely a challenge. In a few weeks, she is launching a soft goods bed and bath collection with Kassatex, which is being teased on Instagram.

For the moment, she is keeping the universe of Jennifer Fisher jewelry separate from Jennifer Fisher Kitchen but sees the space as an opportunity to host various collaborative efforts. She hinted at expanding beauty beyond the fragrance and a project to partner with a liquor company. Next up, though, will be more stores.

"We plan to open Miami next, then Houston or Dallas, and then Chicago," she revealed, adding, "Then possibly uptown NYC, Orange County, and Toronto. Also, a new wholesale partner is taking us to seven new doors." 

The entrepreneur may be busy, but in the meantime, she hopes the new space will allow plenty of time to interact with her customers. "The days of designers sitting in Ivory Towers are gone."

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