Âme, a fine jewelry house, has relaunched its flagship design store and showroom in Lower Manhattan. The conceptual boutique, which first opened in early 2020, offers a sensory retail experience for customers browsing the lab-grown diamond jewelry collection.
Established in 2019, Âme is a luxury design label that has broken new ground in the world of diamond jewelry. Spearheaded by Creative Director Elinor Avni, Âme speaks a new language of jewelry, disrupting the codes of luxury with innovative technology that incorporates diamonds grown in a laboratory.
Grown in New York, each of Âme’s carefully crafted diamonds precisely corresponds to the designer’s vision. French for ‘soul,’ Âme combines cutting-edge technologies with integrity and style, creating a holistic experience for the soul and senses. Set in 18-karat yellow, white, and rose gold, each design manifests elegant and angular forms, with a striking collection of diamond-embellished earrings, rings, bracelets, and necklaces. Inspired by architectural geometry and organic shapes found in nature, Âme’s distinctive pieces fuse technology with exceptional design. Set with different cuts of exquisite lab-grown diamonds - branded Âme-grown® - the shapes of Âme’s fine jewelry pieces imbue strength and femininity. The designs’ bold and structural versatility allow these pieces to be worn in numerous ways.
To showcase its collection of lab-grown diamond jewelry pieces, Âme engaged architecture studio Baranowitz + Kronenberg (B+K) to design the flagship store. Here, customers take a journey of exploration through rolled stainless steel curtained walls and suspended vertical rods. Each piece of jewelry is separately displayed beneath a sleek glass cloche on dark, polished concrete. The core concept of the Âme boutique is the consolidation of the past, present, and future, merging the historic architecture of New York City with a radical contemporary design. The boutique’s steel walls represent the shadows cast from undulating cast-iron facades found around the Lower Manhattan neighborhood. The duality of the historic architecture and cutting-edge modern reflects the very soul of Âme. Scent is also used to enhance the sensory experience, with an earthy and smoky fragrance, custom-made by British perfumer Azzi Glasser, wafting throughout the store.