Editors

Out & About: The Designer With a Gumball Machine at Bergdorf

EditorsFeb 22, 2022

Out & About: The Designer With a Gumball Machine at Bergdorf

It’s Marla Aaron, who previously had a jewelry vending machine in the Brooklyn Museum.

20220222_Marla Aaron Bergdorf.jpg
A shot inside Marla Aaron’s “residency” at Bergdorf Goodman, which will continue through the end of March. (Photo credit: Richard Cadan)
When my parents first started dating more than five decades ago, my mom broke it off after a couple months.

She had just started college in Clarion, Pennsylvania, and wanted to be free to enjoy it, not be tied down in a relationship with a guy who lived 90 miles away in Pittsburgh.

So, she wrote him a Dear John letter telling him so—the ‘60s equivalent of a sliding out of the DMs.

Years later, as she was about to graduate, she ran into my dad again, at an establishment called the After Dark Lounge in Hopewell Township, Pennsylvania. He was drunk but had the wherewithal to reintroduce himself and give my mother a plastic skull ring out of a toy vending machine, along with a promise that he’d call.

When my mother left After Dark with her friend that night, she said something along the lines of, “That guy’s not going to call me. He was drunk; he’s not going to remember even seeing me.”
 
Fifty-two years later (and luckily for me), my mom was wrong.

I’ve been thinking a lot about that vending machine ring, the power of jewelry as totem, and the joy of the unexpected after visiting with a designer and her jewelry vending machine in a setting slightly more upscale than the After Dark Lounge.

A couple Fridays ago, I trudged uptown through yet another miserable bout of winter weather to meet with Marla Aaron and her company’s head of marketing, Sarah Daniel, at Bergdorf Goodman on Fifth Avenue in Manhattan.

Aaron currently has a temporary presence inside the iconic department store in the form of what I’ve heard referred to as both a “residency” and a “takeover.”

What it is, basically, is a shop-in-shop occupying a small space that serves as a passageway between the main jewelry show floor and the elevators. And it is, for now at least, all Marla Aaron and all masterminded by Daniel.

The space is decorated with the same detailed wallpaper, custom-made by Timorous Beasties, Aaron has in her New York City showroom.

The ceiling is made to look like fordite—a material Aaron utilizes quite a bit—and the case displays, like Aaron’s jewelry, are utilitarian and beautiful at the same time.

I love the peg boards mixed in among the traditional neck forms; they remind of me my dad’s workbench in the basement of my childhood home. 

Also included among the jewelry are large-scale, decorative versions of the various pieces of hardware that make Aaron’s jewelry function. The large spirals, for example, mirror the threading in her signature locks. 


The centerpiece of this mini showroom is the jewelry-dispensing gumball machine.

“Automated retail,” Aaron said, “is something I feel very strongly about.”

It’s also something the designer has experimented with in the past, as Aaron is the one who had the jewelry vending machine I went to see in the Brooklyn Museum a few years ago.

This gumball machine is not a device that needs a great amount of introduction; it works like the basic gumball- or toy-dispensing machine you’d hit up on your way out of Kmart.

But instead of sticking a quarter in the slot and turning, customers must buy a $110 token (this is Bergdorf, after all) from one of the sales associates in order to make it work. 

Then they simply insert the token, turn the knob and, voila, a tiny, clear plastic egg emerges with a sterling silver “Babylock,” the smallest version of Aaron’s signature style and the piece she considers the “gateway” to her entire collection.

Now, here is where the unexpected joy comes into play. 

Mixed in among the small silver locks at first was a rose gold and diamond “Baby Heartlock,” which someone got, and now there’s a yellow gold and diamond Babylock. Insert that token, and you might be the lucky one who ends up with a little something extra. 

 Related stories will be right here … 

While I was interviewing Aaron and Daniel at Bergdorf, I got the chance to see the machine in action.

A young woman wearing a few Marla Aaron pieces and proclaiming herself to have an “obsession” with the brand came in and bought a token.

An Alabama native who now lives in Washington, D.C., she was in New York City for the weekend with her boyfriend and said she just had to come in after seeing the gumball machine on Instagram.

The air was heavy with excitement while Aaron and I filmed her attempt for social media. Will she get the yellow gold and diamond lock?!? I was genuinely rooting for this person I’d never met before.

Ultimately, she did not, but it was fun anyway, just like Aaron and her jewelry.

20220222_Marla Aaron BG gumball machine.jpg
Aaron shows her latest creative retail venture some love. (Photo credit: Richard Cadan)

This space in Bergdorf, Aaron told me, is her brand’s U.S. department store debut, with the designer admitting she was initially resistant to the idea of a department store because she doesn’t feel they fit the way her jewelry is sold.

She likes to take out a bunch of locks and let her customers play, see how the pieces they already own are going to work with new pieces. It brings out creativity in the wearer and is a big part of what has made Aaron such a collectible success story.

Yet in most department stores in America, “it’s this idea of the case,” Aaron said, of things being locked away and displayed on neck forms. 
At Bergdorf, though, there is a private room that allows for a more Marla Aaron-like appointment. 

And the brand was able inject a bit of its DNA into the display cases, mixing in the large-scale hardware elements, the peg boards, and pieces of “raw” fordite among the traditional jewelry display forms. 

So, will she stay after her shop-in-shop’s time is up? 

“There’s always an opportunity,” Aaron said. 

Marla Aaron’s Bergdorf Goodman residency, including her gumball machine, continues through March 30.

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy