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.

20221018_MJewelers1.jpg
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.

20221018_MJewelers2.jpg
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.

20221018_MJewelers3.jpg
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 … 

The Latest

Messika’s So Move Max Necklace
CollectionsJul 19, 2024
Piece of the Week: Messika’s ‘So Move Max’ Necklace

Dance all night long with the “So Move Max” set’s necklace.

Julien Tornare and Antoine Pin
WatchesJul 18, 2024
TAG Heuer, Hublot Will Have New CEOs

Luxury giant LVMH is reshuffling the leadership in its watches division.

Etsy billboard rendering in NYC
MajorsJul 18, 2024
New Etsy Campaign Prioritizes Creators Amid Backlash

Sellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.

Untitled design.jpg
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price Stability

As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.

Ariana Grande Modeling in Swarovski Jewelry
MajorsJul 18, 2024
Swarovski Names Ariana Grande as Its New Brand Ambassador

The celebrity will star in Swarovski’s holiday campaign.

Weekly QuizJul 18, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Grizzly emerald
SourcingJul 18, 2024
Grizzly Emerald Auction Garners $32.5 million

The miner said an 835-carat emerald saw “stiff competition” in its July sale.

Tahnee Barbee, Gigi Sui, and Daniela Villacorta
Events & AwardsJul 18, 2024
MJSA Education Foundation Announces 3 Scholarship Winners

The winners were awarded $3,000 each to pursue a professional career in jewelry making and design.

1872 x 1052 Gemolite.jpg
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional Edition

GIA®’s most advanced microscope has new features to optimize greater precision and comfort.

Radhika Merchant’s Wedding Portrait
EditorsJul 17, 2024
6 Lavish Looks from the Ambani Wedding

Feast your eyes on the elaborate jewels worn during the wedding celebration of Anant Ambani and Radhika Merchant.

Smiling Rocks Haute Couture Dream Necklace
Lab-GrownJul 17, 2024
Lab-Grown Diamond ‘Dream’ Necklace Sells for $122K at Charity Auction

The piece, created by Smiling Rocks, was the top lot at the recent Ormeley Dinner.

Diavik Diamond Mine solar power plant
SourcingJul 17, 2024
Rio Tinto’s Diamond Production Down 28% in Q2

The company’s sole remaining diamond operation, Diavik, produced 702,000 carats of diamonds, down from 970,000 a year ago.

Buccellati high jewelry earrings
FinancialsJul 17, 2024
Richemont’s Q1 Jewelry Sales Up 2%

In contrast, the luxury giant’s watch sales fell 14 percent.

This year marks the 40th anniversary of the jewelry design contest.
Events & AwardsJul 16, 2024
2024 AGTA Spectrum Awards Open for Entries

This year marks the 40th anniversary of the jewelry design contest and the deadline for entries has just been extended.

Macy’s Herald Square store
MajorsJul 16, 2024
Macy’s Ends Buyout Talks

The retailer will not be making a deal with Arkhouse Management and Brigade Capital Management, opting to focus on its turnaround plan.

Crime police cars
CrimeJul 16, 2024
Thieves Nab $500K in Jewelry in Calif. Group Smash-and-Grab

The Berkeley robbery follows two other Bay Area robberies involving multiple suspects, one in May and one in June.

National Jeweler columnist Lilian Raji
ColumnistsJul 16, 2024
The PR Adviser: Awareness Starts With Your Online Store

Lilian Raji discusses the importance of having an intentional website design that aligns with your brand or store’s goals.

Catbird The Met collection
CollectionsJul 16, 2024
Catbird Debuts New Met Collection

It’s the second collaborative offering from the jewelry brand and the New York City art museum.

Craftsman holding Pomellato Arengario necklace
MajorsJul 16, 2024
Pomellato Acquires Valenza Setting Lab

The Kering-owned brand bought VSL to reinforce its manufacturing capabilities.

Ewa Abrams, Kering’s new president for the Americas
MajorsJul 16, 2024
Kering Appoints New President for Americas Region

The luxury conglomerate promoted General Counsel Ewa Abrams to the role, succeeding Laurent Claquin.

Tanzanite ring
MajorsJul 15, 2024
Signet Falls 11 Spots on NRF’s ‘Top 100’ Retailers List

The jewelry giant came in at No. 67 on the list, down from No. 56 last year.

 2025 Gem Awards logo
Events & AwardsJul 15, 2024
Nominations Are Open for the 2025 Gem Awards

Submissions in the categories of Jewelry Design, Media Excellence, and Retail Excellence will be accepted through Aug. 23.

Sunlit’s Sun Goddess Supreme Ring and Pyramid Rutilated Quartz Necklace
Events & AwardsJul 15, 2024
NY Now Expands Emerging Designer Segment for Its Summer Market

Curated at Luxury Lifestyle will build on the former initiative, the Emerging Fine Jewelry Designer Incubator.

Collage of Caitlin Albritton and her jewelry
Events & AwardsJul 15, 2024
Halstead Announces 2024 Grant Winner

Caitlin Albritton won the 19th annual Halstead Grant for emerging jewelry businesses.

Myne London
CollectionsJul 12, 2024
Myne London to Support Malala Fund

The emerald supplier will donate a percentage of sales from its “Star Power” earrings to the nonprofit in support of girls’ education.

The Jewelry Symposium logo
Events & AwardsJul 12, 2024
The Jewelry Symposium Is Looking for Speakers

TJS is seeking jewelry manufacturing and technology experts to speak at its 2025 event.

Sculptural Freeform Earrings
CollectionsJul 12, 2024
Piece of the Week: Marrow Fine’s ‘Sculptural Freeform’ Earrings

The earrings were inspired by the landscape at Joshua Tree and Jean Arp’s abstract sculptures.

Madeline Fraser Gemist
EditorsJul 11, 2024
Q&A: Gemist CEO Madeline Fraser on Jewelry Visualization Technology

Fraser shares why she decided to shift from a direct-to-consumer retailer to a B2B technology company.

×

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