This past August, Paul Morelli, a Philadelphia-based fine jewelry house, relocated its New York City location. Paul Morelli’s previous storefront was on 72nd and Madison but has now moved into a larger space on Madison between 63rd and 64th Street.
This spacious new location is almost double the size of the old boutique on 72nd. The storefront’s design pays homage to Paul Morelli’s ties to the Philadelphia Theatre District, which is where the jewelry brand was originally founded in the 1920s.
The layout is strategically designed to display all of Morelli’s fine jewelry collections from its iconic Meditation Bell collection to the Unity collection and more.
“In expanding our Madison Avenue store into a space that not only highlights our jewelry creatively, but also feels inviting and light, we are stepping into a new evolution and interpretation of our brand,” says Morelli.
When you first walk into this location, you are greeted with three large glass arches, giving the room a taste of Morelli’s opulence. There are large jewelry cases in the center of the room and the side bays as well, allowing Paul Morelli’s customers to float through each collection.
Walking through each arch is like transcending into multiple phases of Paul Morelli’s history. Each sector of the space has different collections, creating an immersive customer experience.
Behind the last glass arch, or as Paul Morelli likes to think of it, the store “backdrop” is a room with rugs and seating for clients to view Morelli’s high jewelry pieces. There is also a large mirror in the back room so clients can see themselves in their gorgeous new pieces.
Between the large glass arches and light-colored walls, this new storefront is luminescent; like one big sparkling diamond.
Paul Morelli is a fine jewelry brand that embraces color. Many of its collections include precious gemstones in shades of pink, purple, green, blue, and many more. The lack of color on the walls and floors of the new Paul Morelli storefront allows for the jewels to fill the room with color.
If you ever find yourself strolling down Madison Avenue, we recommend you immerse yourself in the world of Paul Morelli’s fine jewelry.
**All images courtesy of Paul Morelli’s team.
