Independents

About Retail: A Quiet Storm in Brooklyn

IndependentsJun 24, 2016

About Retail: A Quiet Storm in Brooklyn

Co-founder of Think PR Reshma Patel wants her newly opened fine and fashion jewelry boutique to be a respite from the chaos of Williamsburg, Brooklyn.

20160622_Quiet-Storms-1.jpg
Quiet Storms was designed by an architect who primarily does residential properties, Elizabeth Roberts.


Brooklyn, New York--On a peaceful street in the heart of Williamsburg, where hipster-dom and a serious influx of money butt up against each other, a new jewelry store is sliding into a gap in the Brooklyn retail landscape.

Opened last month, Quiet Storms is the passion project of fashion PR veteran Reshma Patel, a longtime Williamsburg resident who, over the years, found continuously less reason to venture to Manhattan, except when shopping for sophisticated fine and fashion jewelry.

With careful attention to the retail and online experience she provides, Patel has rounded up a thoughtful roster of fashion and fine jewelers for Quiet Storms, including Uncommon Matters, Shihara, Delfina Delettrez, Sophie Bille Brahe and Azlee, a group that has the potential to appeal to the classic Williamsburg waif on a budget as well as her more moneyed and established counterpart.

Patel’s public relations background doesn’t include any jewelry experience; she approached the concept of a jewelry retail endeavor from the point of view of a shopper and connoisseur. “I wanted to build my own brand after helping so many creative visionaries articulate and build their own,” she explained of her industry switch.

National Jeweler spoke with the new retailer about the brick-and-mortar retail landscape in Brooklyn’s hippest, ever-changing neighborhood.

National Jeweler: What is your professional background?
Reshma Patel: I started my career as a publicist. In 2001 I co-founded my own PR agency called Think PR and I ran it for 14 years. We were working predominantly with fashion, hospitality and lifestyle brands. In 2014 I transitioned into more of a consulting partner role, took a few years off and then started to focus on building and creating something new, which is now Quiet Storms. 

NJ: Where did your interest in fine and fashion jewelry begin?
RP: I’m Indian so I think jewelry and gold is somewhat in my DNA. I can vividly remember watching my mother put out all of her Indian jewelry, getting ready for events, and I remember looking at it, feeling fascinated by it and accompanying her, whether it was in India or here in New York, to the jewelry store, to her jewelers and being really mesmerized, not only by the pieces but by the process of finding gemstones. I wasn’t doing PR for jewelry designers but I was in the fashion space, and I’m a shopper and an admirer, so I’ve always had an interest in

jewelry but mostly from a consumer stand-point.

NJ: What’s the significance behind the name Quiet Storms?
RP: I wanted the store to be a calmer and quieter retail experience than the retail experiences that I felt existed. The name also mirrors what I think of the pieces and designers themselves; they are all doing really interesting, dynamic things and doing them in a sophisticated and refined way. Quiet Storms also alludes to who I think we are as women: we are at times quiet and at times feel like storms. I wake up sometimes and feel soft and vulnerable and then other times feel entirely confident and sometimes edgy.
“I wanted the store to be a calmer and quieter retail experience than the retail experiences that I felt existed.”
NJ: Why did you choose Grand Street in Williamsburg for your location?
RP: I’ve lived in Williamsburg since 1999 and I was really excited to create something close to home; I live about nine blocks away from the boutique. It was exciting for me to essentially grow up in Brooklyn and I wanted to offer a different point-of-view in terms of jewelry. We have so many incredible retailers and now I wanted to add to the narrative.

Grand Street seemed like a really interesting place. There’s a lot of movement and traffic on Bedford Avenue but we wanted to create a calm, almost dreamy experience when you walk in off the street, a place of escape. I felt like Grand Street would provide that kind of experience as opposed to opening doors on Bedford, which is generally a little bit noisier as it’s a major thoroughfare.

Grand is also a thoroughfare between the north and the south and there’s a lot of exciting things that are continuing to happen on the south side of Williamsburg. Given that Grand Street feels like a connector between the two areas, I felt it was an ideal place for Quiet Storms to live.



NJ: Tell me about the brands you carry and how you selected them.
RP: First and foremost I’m just really drawn to these designers, to their narratives, their stories and point-of-views, to the pieces that they make, the materials they’re working with, to the finishes, the way that they design and the places that they’re coming from.

Creating another jewelry store in Williamsburg when we already have four or more, even beloved ones with very loyal customer followings, it created a really amazing and interesting challenge because I almost had to start backwards and go outside of Brooklyn to find and connect with the designers who I would want to bring in. I made a list of designers whom I felt really fit this narrative of modern, fine, fashion jewelry that’s unexpected, that’s artful, and then I just started reaching out to them. I feel very fortunate that I’ve been able to bring them all to the boutique and online.
“[Fine jewelry] is the opposite of fast fashion, which has become kind of a coffee fix.”
NJ: Was it important to you to carry both fashion and fine jewelry?
RP: Yes, I think that there’s really interesting and exciting things happening in both spaces so I didn’t want to limit myself in terms of price points on either side of the scale. It was really just looking at designers who I thought would work well together within our site and our space and then, of course, trying to create a good mix of price points so clients who are walking in could feel that this is a place of discovery … and also feel that there were multiple opportunities for them to connect with the jewelry from an accessibility standpoint.

NJ: What’s the approximate retail price range?
RP: Some of our studs are under $100 for 14-karat gold. (Los Angeles-based designer) Kathleen Whitaker--one of my favorites for her beautiful, simple geometric pieces--we sell her 14-karat diamond studs for $40. Then it goes all the way up to a white gold bangle by Lia di Gregorio with these incredible hidden pearls on the inside of the bangle ($6,550 retail).

NJ: Are you targeting a specific demographic?
RP: No, it’s interesting that it’s been such a broad range of people connecting with the jewelry. That’s generally what I was hoping for because I think fine jewelry is something that’s forever. And when you’re working with designers who are sourcing materials responsibly it becomes a responsible purchase; it’s the opposite of fast fashion, which has become kind of a coffee fix.

For some customers, pieces might be seen as investments or purchases made for occasions as opposed to everyday wear (and we’ve had both sets of customers). Regardless, these purchases have inherent value to them because of the materials, so we’re seeing women in their 20s come in and women in their 60s, which is exactly what I was hoping for.

NJ: What was behind your decision to launch e-commerce and a brick-and mortar-location concurrently?
RP: I wanted to do something local in my neighborhood, for Brooklyn and for anyone who comes to Williamsburg. But I also wanted to be able to take this idea of modern fine and fashion jewelry and this curation and have it live outside of Brooklyn. I think of jewelry as art, especially the pieces from the designers that I’m working with. At Quiet Storms I’m trying to create a highly curated environment, whether it’s in the store or online, where people are able to continuously discover these incredible talents from around the world and I felt like that experience could happen both in store and online so it was important for me to have both at the onset of our launch.

(For the store) I worked with a Brooklyn-based architect (named Elizabeth Roberts) whose work is renowned, she’s such a talent, and if you look at her portfolio it’s predominantly residential. That was definitely an intentional decision because I didn’t want to build a retail space through a typical retail lens. It was the same for the site; I worked with a design firm called Studio A-Ha and this was one of their first fashion projects. Again, I think the result is something unexpected.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Tiffany & Co. Bird on a Rock pendant
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, Kering

The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

Cullinan Diamond Mine plant
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital

The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

Million Dollar Hip Hop Watches by Leon Schäfers, Jeanette Lang, Tobias Kargoll
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch History

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

BTYB10.25_Header.jpg
Brought to you by
Are Earrings an Overlooked Category? What Retailers Need to Know Now

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

Alexis Vourvoulis
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & Watches

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

Weekly QuizOct 16, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Taylor Swift engagement ring Greenwich St
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds Edition

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Rahaminov Diamonds Emerald-Cut Diamond Bracelet
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the Holidays

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (2) (1).jpg
Brought to you by
Protect Your Customers and Your Business

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Fancy vivid purplish pink diamond
AuctionsOct 22, 2025
Pink Diamond, Vanderbilt Jewels to Headline Phillips’ Geneva Auction

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 22, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Tiffany & Co. Bird on a Rock by Tiffany High Jewelry Lariat
CollectionsOct 22, 2025
Tiffany & Co.’s ‘Bird on a Rock’ Finds New Perch

Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Jewelers for Children Halloween contest
Events & AwardsOct 22, 2025
JFC Kicks Off Halloween Costume Challenge

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Hillsborough show
Events & AwardsOct 22, 2025
Hillsborough Antique Show Gets New Owner

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

Bicolor pink and colorless diamond
GradingOct 21, 2025
GIA Examines Rare Bicolor Pink Diamond

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Pomellato Rodeo Drive Flagship Exterior
MajorsOct 21, 2025
Pomellato Brings ‘Global Attitude’ to Rodeo Drive Flagship

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

Grown Brilliance NYC Flagship Exterior
Lab-GrownOct 21, 2025
Grown Brilliance Opens First Flagship

The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.

Douriean Fletcher Messenger Collection
Events & AwardsOct 21, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MAD

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Sothebys the glowing rose pink diamond
AuctionsOct 20, 2025
Sotheby's To Auction 10-Carat Vivid Pink Diamond

Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

2025_Gemfields logo.jpg
SourcingOct 20, 2025
2 Mozambique Police Officers Killed at Gemfields’ Ruby Mine

They were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.

Empress Eugénie’s pearl and diamond tiara
CrimeOct 20, 2025
See the ‘Priceless’ Jewels Stolen During Daytime Heist at the Louvre

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

Lauren Gayda
SourcingOct 20, 2025
Pristine Gems Names New Director of European Sales

Gemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.

The Edit – A Gallery of Italian Jewelry Masterpieces Graphic
Events & AwardsOct 17, 2025
An Edit of Italian Jewels Is Coming to NYC

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

Judi Powers Jewelry Stella Earrings
TrendsOct 17, 2025
Piece of the Week: Judi Powers Jewelry’s ‘Stella’ Earrings

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.

Sothebys salon new bond street
AuctionsOct 16, 2025
Sotheby’s Introduces Custom Jewelry Service

The new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.

Oscar Heyman 2025 Holiday Catalog Cover
MajorsOct 16, 2025
Oscar Heyman’s Holiday Catalog Is Out, and It’s Spectacular

The holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.

Foundrae United in Love Campaign Imagery
CollectionsOct 16, 2025
Foundrae Adds To ‘United in Love’ Collection

The brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.

Kathy Corey
IndependentsOct 15, 2025
Retailer Hall of Fame 2025: Kathy Corey

Corey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.

×

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