See Broken English’s New York City Expansion
The Downtown Manhattan jewelry store has set up shop just a few doors down from its previous location.
So much so that its new Gotham location is just a few doors down from its previous outlet opened nearly a decade ago on Crosby Street in the SoHo neighborhood.
“It was only supposed to be a three-year pop-up,” founder and owner Laura Freedman explained of the original Crosby Street storefront, which connects to an AllSaints clothing store, though the concept was so successful that it stuck around.
At the approximately 400-square-foot jewel box New Yorkers could experience Anita Ko, Foundrae, Buddha Mama, Colette, Graziela, and Sevan Bıçakçı, among others, in person.
The bustle of designer stores and fast-fashion shops in the shopping mecca that is SoHo keeps foot traffic reliable, but the comparative quiet of Crosby Street with its romantic cobblestones has a way of funneling out the hordes of tourists most interested in the Nike store.
In short, the location was, and is, ideal for a jewelry store.
Even as Broken English stayed on past its original three-year timeline and outgrew the space at 56 Crosby St., Freedman couldn’t imagine the New York outpost anywhere other than its current block.
She patiently waited for the perfect spot to open up and, now, her patience has paid off.
Moving a few storefronts south has breathed new life into the store, designed by architect Armand LeGardeur and decorated entirely by Freedman herself to feel like “an extension of my home,” she said.
More than double the previous space at 900 square feet and illuminated by large windows that make the most of every inch, a vintage pink Murano glass “Palmette” chandelier provides a central focal point around which showcases and built-in shelving seem to revolve.
Vintage Negro Marquina credenzas and a Fontana Arte umbrella stand punctuate the main gallery, which, in addition to Broken English’s many designers, features home items Freedman has been helping to design for the last several years as well as the antique and vintage jewels she curates.
“It’s much more open,” Freedman said of the new location. “It was time to really elevate [the store] and have the ability to have parties, host designers, and have a VIP room to meet with clients.”
The VIP area, separate from the main show floor and accessed via a hallway adorned with mid-century J.T. Kalmar lighting, amplifies the new space’s luxurious aesthetic with its impeccable furnishings, like a Carlo Nason pendant light and sconces, Tobia Scarpa “Soriana” couch and chair, an antique Persian rug, Mastercraft coffee table, and Paul Evans credenza.
“It was really important for us to have this space that was inviting, really unarming, something where everyone felt welcome,” Freedman said of her overall design mission.
For the store owner who opened her shop in 2006, luxury should feel warm rather than intimidating.
“It’s a little bit of a nod to old-school glam but not too precious. We want people to feel comfortable in the store and not feel like it’s overdone or over stylized. I want everyone to feel welcome.”
The new Broken English opened its doors late last month. It’s located at 42 Crosby St. Broken English’s Los Angeles location is at Brentwood Country Mart.
The Latest
NDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
LVMH said the company performed well despite an uncertain geopolitical and economic environment.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
B&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
It’s ultra-feminine and filled with gold, pearls, and soft pastels.
Emily Highet Morgan and Emily Bennett have joined the agency’s team.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Its updated book for mountings is also now available.
She has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
Joyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
Hosted by Freeman’s | Hindman, the sale will take place May 7-8.
The auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.
From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.
From cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.
The charm is a modern rendition of the evil eye amulet that has been worn for thousands of years.
Ahead of its trade show next month, TJS awarded free registration and accommodations to one jewelry professional and three students.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
Members can still sell lab-grown stones, it said, but only natural gems are allowed on the show floor.
The retailer also appointed two new board members, avoiding a proxy fight from a potential buyer.
The bridal collection consists of 35 engagement rings and seven wedding bands.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
The family-owned jeweler has a new education section on its website dedicated to the history of diamond cutting.
The limited-edition men’s rings can be customized with one of 12 team logos.
There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.
The program, now live in Europe, will roll out to the U.S. this summer.
Colored gemstones and signed jewels are the focus of its upcoming Geneva sale.