The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

Opened last month, the new Austin, Texas flagship is a project three years in the making for the designer.
“If done right, there is no virtual substitute for the immersive experience of a brick-and-mortar store. You can communicate more fully the ethos of the brand and the entire range of product offerings in a physical setting than on a website or through social media,” Armstrong told National Jeweler.
Armstrong spent a decade helming another jewelry brand before launching his eponymous label in 2011 and a diffusion sterling silver line called Nakard last year.

The new Nak Armstrong boutique is an important milestone for the brand, providing a physical touchpoint in which Armstrong can exert full creative control.
“I felt it was time for us to present our collections in their entirety in a space that was a physical articulation of the brand,” he explained.
“While Bergdorf Goodman and our other retail partners do a beautiful job of representing the brand, I wanted a 360-degree experience for the client, a place where I could personally see their response to the collection and where I could collaborate with them on custom pieces for their own personal collections.”

The Nak Armstrong retail environment is inspired by its Austin locality, as well as the city of Milan, particularly a trip Armstrong took with spouse and co-owner Walter in which they were enamored with the city’s mid-century Brutalist architecture and muted jewel tones.
Austin architecture and interior design firm Studio A Group, led by Ann Tucker, worked to harmoniously blend the seemingly disparate influences to create a unique style that wouldn’t look like any other store, which was important to Armstrong.
“The more virtual our world becomes, the more brands begin to look the same,” he said.
“It is harder to differentiate yourself online since the need for a streamlined user experience tends to limit site aesthetics and creativity. Physical retail provides a greater opportunity to define one’s brand without a lot of the technical constraints of the web.”

Upon entering the space guests encounter a 10-foot-tall freestanding quasi-jewelry box crafted in chartreuse velvet, which functionally blocks the view and noise of the street and emotionally provides a threshold to enter the Nak Armstrong world.
This is Armstrong’s favorite part of the store, as it “provides a big reveal for the clients as they transition from the entrance to the main display cases in the center of the store.”
Next, one crosses an impressive hand-cut mosaic floor (a nod to Milanese design) made of marble, slate, and terracotta (the latter providing the Austin twist) to enter the central space.

Anchoring the long, narrow space room is a custom showcase running nearly the length of the store with high-gloss deep green panels and walnut accents. Green quartzite runs across the top, dividing it into two display cases.
Jewelry is also on view in recessed displays in the pink marble walls and along a continuous, curving shelf. The brand’s signature color, sphene, is accented throughout the store.
“Because every surface in our flagship, from the pink and gray marble wall to the mosaic floors and the lacquered green cabinetry, reflects the motifs and colors of the jewelry, visitors tell us that it broadens their understanding of the inspiration behind the brand.”
The space offers plenty of opportunities for events, like designer meet-and-greets with Armstrong, collection launches, and collaborative events with other Austin-based artists; even a 10th anniversary party is in the works.

The store is in Austin’s hip SoCo district, standing for “South Congress,” and is part of the area’s new SoHo House Development.
It sits next to the SoHo House Hotel in the Music Lane Shopping Center, and its floor-to-ceiling back windows provide a view of the St. Cecilia Hotel and Residences.
“If you had told me only a few years ago that South Congress was going to transform into a place that could support brands like mine, I wouldn’t have believed you. You can feel the shift, and it’s exciting to be a part of it,” Armstrong said.
The Nak Armstrong flagship is located at 2900 South Congress Ave. Building 2 Suite 110 in Austin.
https://nakarmstrong.com/
It is open Wednesday to Saturday 12 p.m. to 6 p.m., and Monday to Tuesday by appointment.
The Latest

Kellie, who joined the organization in 2019, will remain in his role through the end of 2025.

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.


Sponsored by the Gemological Institute of America

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.