Independents

The M Jewelers Is Branching Out of NYC With Its First LA Store

IndependentsOct 18, 2022

The M Jewelers Is Branching Out of NYC With Its First LA Store

It’s the second storefront for the popular nameplate jewelry brand.

Loved for its nameplate jewelry, The M Jewelers is opening its first retail location outside of New York City with a new Los Angeles storefront.
Los Angeles—The Golden State is getting its first The M Jewelers experience.

Earlier this month, the New York City-headquartered brand opened the doors to its first retail store outside of the city, located in West Hollywood, California on Melrose Avenue.

“L.A. has been our second-biggest market for a few years now,” founder Mark Shami said. “We wanted to bring a piece of New York here and give our customers what we think is our best store experience yet.”

The M Jewelers’ first storefront was in New York City’s Diamond District for eight years, but in January 2022, it opened a more customer-friendly space downtown in the Nolita neighborhood.

The go-to brand for nameplates among millennial and Gen Z consumers mixes old school jewelry-making expertise with new school branding and marketing.

Shami was born into the jewelry business. His father operated a store in the Diamond District for more than 30 years.

“I spent a lot of my childhood and teenage years helping my father at his store on the weekends,” alongside his twin sister, he told National Jeweler.

The new M Jewelers space is aesthetically worlds away from its New York City Diamond District beginnings.
The new M Jewelers space is aesthetically worlds away from its New York City Diamond District beginnings.

He went on to work at the store full time, dreaming up his own company along the way.

“I built The M Jewelers on my laptop while working there. I learned a lot of the skills I still use to this day while working in the Diamond District.”

Shami’s father made nameplate necklace for decades.

“It was one of the first processes I learned and loved to make,” he said. “I would make them for a lot of friends.”

Nameplates have enjoyed moments of prominence as trends cycle in and out—think the “Carrie” necklace of the 1990s made famous on “Sex and The City,” or the style’s current ubiquity—but Shami insists the style is timeless.

“I look at them as heirlooms,” he said. “My twin sister has name jewelry that was passed down from my grandmother.”

Most of The M Jewelers’ products are crafted in sterling silver, with or without gold plating, but 14-karat gold pieces make up about 30 percent of the business.

Attainability is part of the company’s appeal, as are its partnerships.

Shami wears a diamond and 14-karat gold nameplate with his last name on it daily, plus a New York Yankees pendant that is part of a collaboration with Major League Baseball.

A view of The M Jewelers’ West Hollywood interior
A view of The M Jewelers’ West Hollywood interior

Other collaborations have included projects with Nike, Kith, and New York or Nowhere.

The brand’s DNA is quintessential New York, and even as it branches out, production will remain in New York City, with chains sourced from Italy.

“We’ve tried to preserve the process as much as possible. [Nameplates] take time and always will, but we’re always looking for ways to improve speed and quality, especially with a heavy-volume business.”

The M Jewelers West Hollywood store is open now.

The brand is looking even further afield with its next retail location, set to open in Tokyo in November. 

 Related stories will be right here … 
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

FinancialsDec 06, 2022
Signet Anticipates Solid Holiday Season, Raises Guidance

The jewelry giant posted a decline in same-store sales in the third quarter but is gearing up for a season of growth.

TrendsDec 06, 2022
Pantone’s 2023 Color of the Year Is A Lot Like Rubellite, Spinel, Ruby

“Viva Magenta” easily finds its colored gemstone counterparts.

AuctionsDec 06, 2022
Jewels from the Sunken ‘Ship of Gold’ Smash Auction Estimates

Holabird Western Americana Collections offered hundreds of treasures recovered from the S.S. Central America in its Dec. 3 sale.

Brought to you by
How To Buy Colored Gemstones

Give your customers the full gemstone buying experience by using the 6C's.

ColumnistsDec 06, 2022
The Smart Lab: 6 Holiday Email Marketing Strategies To Boost Sales

From creating catchy subject lines to retargeting abandoned carts, Emmanuel Raheb has a half-dozen pieces of email marketing advice.

Weekly QuizDec 01, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
TechnologyDec 05, 2022
Timex Ticks into the Metaverse with Bored Ape Yacht Club

The watch brand will create 500 custom timepieces for holders of Bored Ape Yacht Club NFTs.

EditorsDec 05, 2022
Meet Jewelry’s First TikTok Star

When it comes to translating luxury into the social media platform’s approachable style, JewelsWithJules has cracked the code.

Brought to you by
Knowledge and Skills for Today’s Hot Topics

From laboratory-grown diamonds to design to country-of-origin, GIA's Alumni Collective™ has a seminar to suite your needs.

Events & AwardsDec 05, 2022
WJA Foundation Awards Nearly $60K in Scholarships for 2022-2023

Scholarship winners received awards in six different categories.

SourcingDec 02, 2022
Alrosa CEO Sergey Ivanov to Step Down, Report Says

According to Russian news sources, the sanctioned head of the diamond company is leaving to take a job with an investment group.

SourcingDec 02, 2022
Lucapa Sells 170-Carat Pink Diamond Unearthed This Summer

Said to be the largest pink diamond found in hundreds of years, “The Lulo Rose” was sold for an undisclosed sum.

AuctionsDec 02, 2022
Here’s How 2 Royal Jewels Performed at Auction in Denmark

A princess’s tiara fell within its pre-sale estimate while an Art Deco bracelet from a queen doubled it.

CollectionsDec 02, 2022
Piece of the Week: Foundrae’s Chain

A closer look at the bold links reveals a subtle, surprising detail.

Supplier BulletinDec 01, 2022
Take Your Jewelry Design Process Digital with the GIA Alumni Collective™

Sponsored by GIA Alumni Collective™

WatchesDec 01, 2022
Rolex to Certify Pre-Owned Watches

Retailers within its official distribution network will be able to sell the authenticated timepieces.

CollectionsDec 01, 2022
Kendra Scott’s New Collection is for Barbie Girls

The capsule collection combines the brand’s classic styles with Barbie’s signature pink color.

AuctionsDec 01, 2022
13-Carat Pink Diamond Withdrawn From Christie’s Auction

The auction house is not offering any details on why the fancy vivid pink stone was pulled from its upcoming “Magnificent Jewels” sale.

SourcingDec 01, 2022
Nomad’s Is Selling Its Stones to Raise Money for Ukraine Again

In the spirit of an advent calendar, “Gems to Help Ukraine” will sell a stone a day through Dec. 24 on the Nomad’s Instagram account.

GradingDec 01, 2022
PhotoScribe Granted Patent for Method that Verifies a Stone’s Identification

The secure mark combines an overt mark with a covert data set to provide assurance on a gem.

SurveysNov 30, 2022
5 Things Retailers Should Know About the Start to the Holiday Season

Plus, what a potential rail strike would mean for retailers.

WatchesNov 30, 2022
Watchfinder & Co. Will Launch a Marketplace Next Year

It will provide a place for select luxury watch retailers to sell their stock.

MajorsNov 30, 2022
Pomellato Buys Into Italian Goldsmith

The brand has purchased a minority stake in Costanzo & Rizzetto.

SourcingNov 30, 2022
Firestone Restarts Operations of Lesotho Diamond Mine

Liqhobong has been in a care-and-maintenance period since the start of the pandemic.

MajorsNov 29, 2022
LVMH Acquires Jewelry Manufacturer Pedemonte Group

The strategic acquisition will bolster the luxury titan’s production capacity in its watch and jewelry division.

CollectionsNov 29, 2022
Alex and Ani Founder Carolyn Rafaelian Has Launched a Fine Jewelry Line

The new brand, Metal Alchemist, focuses on unisex, classic jewelry designs.

IndependentsNov 29, 2022
Reinhold Jewelers’ Holiday Book Is an Ode to an Important Beverage

The 2022 edition of the retailer’s annual publication pays homage to the coffee farms and shops of Puerto Rico.

CollectionsNov 29, 2022
Gabriel & Co.’s ‘Fashion Book’ Is Out

Not a catalog, the magazine is a tool for Gabriel & Co. retailers to connect with their customers.

×

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