MajorsOct 24, 2023
Fana Opens Flagship in New York CityMajorsOct 25, 2023
Paul Morelli Relocates Its Madison Avenue Boutique
The new store’s aesthetic is inspired by the designer’s theatrical roots.
The House of Paul Morelli has moved into a bigger space on Madison Avenue designed by Labo Design Studios to reflect the designer’s heritage.
New York—Fine jewelry brand The House of Paul Morelli has relocated its New York City boutique to a new space on Madison Avenue, only blocks down from its previous location.
The new store is nearly double the size of the last. Adopting a light and delicate color palette, the space features lacquered white wood, satin finish painted walls, and light gray limestone floor tiles.
The goal for the store’s look was to create a neutral backdrop for the jewelry, the brand said, but the overall design of the new space, with help from Labo Design Studio, takes cues from the designer’s theatrical heritage.
Before Paul Morelli started his fine jewelry brand in the 1970s, his family created hand-made, one-of-a-kind theater garments in the early 20th century in what was then the Philadelphia Theatre District.
Today, each Paul Morelli jewel is designed and hand-crafted in the original Walnut Street building that housed the Morellis’ costume studio.
Hearkening back to those beginnings, the main selling area in the new Paul Morelli location is arranged to resemble a stage, the brand said.
Upon entering the store, one sees four arches descending in height that create a natural traffic flow from the front of the boutique to the back. Each arch punctuates a glass partition wall, creating intimate spaces between them that house jewelry displays without sacrificing the store’s overall openness.
The four arches, which mark the entry doors and the display areas on either side of the boutique, have light-transmitting fibers meant to evoke a feeling of translucence and anticipation, the brand said.
The design creates an illusion of a deeper space and encourages the “discovery of jewelry,” in the cases, freestanding vitrines, and the recessed wall vitrines, the company said.
“When I saw the space, and knowing Paul’s roots, I immediately felt we needed to create a sort of theatrical stage design; I remembered the 'Teatro Olimpico' in Vicenza by Palladio and its trompe-l'oeil onstage scenery, designed by Vincenzo Scamozzi, to give the appearance of long streets receding to a distant horizon,” said Raffaella Bortoluzzi, principal architect and founder of Labo Design Studio.
“Here we have brought together the best of Italy and the best of New York to highlight what Paul and his team do best: create and sell beautifully handcrafted fine jewelry.”
At the back of the store, two perforated grid panels stand next to each other, slightly offset, signaling entrance into the private sitting area.
The mezzanine level beyond the grid panels is designed to serve as a private area for client appointments and viewings.
Lighting, for the brand, is one of “the most critical elements” in its retail space and was used to create a warm and inviting atmosphere that would still showcase the brilliance of the jewels.
While artificial light is used to spotlight jewelry in the vitrines, the company opted for diluted light in the store overall to create an “intimate and exploratory environment.”
The ceiling’s recessed coves were created not only to house LED lights, but also to offer the illusion of taller walls extending to the ceiling, the brand said.
The brand said its new, larger store is part of the company’s effort to grow its presence and better showcase its collections to clients.
“In expanding our Madison Avenue store into a space that not only highlights our jewelry creatively, but also feels inviting and light, we are stepping into a new evolution and interpretation of our brand,” said Morelli.
“The homage to my theatrical roots intersects with my Italian heritage in some of the most natural yet unexpected ways throughout the space, and I am so happy to call this our new home in New York City.”
More on Majors
The Latest
CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent CalendarsThe trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.
SourcingOct 09, 2025
Feriel Zerouki Is Leaving De Beers The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.
Weekly QuizOct 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsOct 09, 2025
Katkim Launches First Men’s CollectionThe line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11MThe rough on offer was recovered from a newer area at the Montepuez mine.
SourcingOct 08, 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.
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ CollectionThe champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New CharmsKosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s MurderCarlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ CollectionThe brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.
SourcingOct 07, 2025
Columbia Gem House Announces ‘Opals for Outback Heroes’ FundraiserProceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for RainCitizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing DirectorAmit Pratihari was previously the managing director of De Beers India and Forevermark India.
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West CoastMembers of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
