Paul Morelli Relocates Its Madison Avenue Boutique

MajorsOct 25, 2023

Paul Morelli Relocates Its Madison Avenue Boutique

The new store’s aesthetic is inspired by the designer’s theatrical roots.

Paul Morelli storefront
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.  
House of Paul Morelli Madison Avenue boutique
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.” 
 Related stories will be right here … 
At the back of the store, two perforated grid panels stand next to each other, slightly offset, signaling entrance into the private sitting area.  
House of Paul Morelli Madison Avenue boutique
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.”   
House of Paul Morelli Madison Avenue boutique
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.” 

The Latest

Lightbox x Roséate Light Wand pendants
Lab-GrownDec 01, 2023
Lightbox Teams Up With Brand Founded by Former Tiffany Exec

The lab-grown diamond brand also collaborated with the website The Future Rocks on a collection launching today.

Lila Moss Calvin Klein campaign
FinancialsDec 01, 2023
Movado Lowers Guidance Again After Q3 Sales Dip

The company said it is facing a “challenging retail environment” but is prepared for the holiday season.

Muzo emerald and argyle pink diamond necklace
CollectionsDec 01, 2023
Piece of the Week: Muzo’s Emerald and Argyle Pink Diamond Necklace

It’s the hero piece of the newest "Green Jewel" collection, a collaborative offering from the two mines.

Platinum  Guild International Diamond Rings
Brought to you by
If It’s Custom, Make It Platinum

With holiday proposals right around the corner, encourage your customers to go for platinum when making the big purchase.

Pink Supreme Diamond
AuctionsNov 30, 2023
This Pink Diamond Reigned Supreme in Hong Kong

The 15.48-carat fancy intense “Pink Supreme” topped Christie’s fall jewelry auction in Asia, while a Patek Philippe led the watch sale.

Weekly QuizNov 30, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
133 carat yellow diamond
AuctionsNov 30, 2023
Sotheby’s To Auction 133-Carat Yellow Diamond

The stone headlining the upcoming sale could fetch up to $5 million.

Kwiat diamonds
IndependentsNov 30, 2023
Frank Adams Rolls Out Kwiat’s ‘Mine to Shine’ Program

The retail offering lets customers track their diamond’s journey.

Brought to you by
Did You Know? The Vital Role of IGI: The International Gemological Institute

In a world where the sparkle of a gemstone is only as brilliant as the trust behind it, IGI's purpose is truly invaluable.

Diamond development hub in Angola
SourcingNov 29, 2023
Largest New Diamond Mine of the Decade Coming Online in Angola

The Luele mine is expected to eventually make the country the world’s third-largest diamond producer.

Holiday shoppers holding bags
SurveysNov 29, 2023
Holiday Shoppers Broke a Record This Weekend, Says NRF

From Thanksgiving through Cyber Monday, 200.4 million consumers shopped online and in stores.

EditorsNov 29, 2023
Warren Buffett on Success, Mistakes and Betting on America

The best quotes from the Oracle of Omaha and his right-hand man Charlie Munger from the 2018 Berkshire Hathaway shareholders meeting.

J. Dostie Jewelers
IndependentsNov 28, 2023
Maine Jeweler to Relocate After 76 Years

J. Dostie Jewelers will move from Lewiston to Yarmouth this spring.

Finks Jewelers new store
IndependentsNov 28, 2023
Fink’s Jewelers Opens 10th Store

It’s the company’s second location in Tennessee.

Mary Tyler Moore and a pair of Elsa Peretti Bone Cuffs
AuctionsNov 28, 2023
Mary Tyler Moore’s Jewelry Is Up For Auction

You can have this jewelry, why don’t you take it?

Original Miami Beach Antique Show 2024
Events & AwardsNov 28, 2023
The Original Miami Beach Antique Show Is Celebrating 60 Years

Next year’s milestone show will be full of educational programming and collaborations.

De Beers Metamorphosis high jewelry earrings
EditorsNov 27, 2023
10 Tips for Selling Diamonds This Holiday Season

Sales experts and a diamantaire share their best advice on how to send customers home with diamond jewelry.

Platinum Born new collection
CollectionsNov 27, 2023
See the New ‘Platinum Born’ Jewelry

The brand has released five new collections.

Frank Adams Jewelers
IndependentsNov 27, 2023
Frank Adams Jewelers Named ‘Family Business of the Year’

The Albany Business Review recently honored the 100-year-old company.

GIA Dr. John W. Valley
GradingNov 27, 2023
Dr. John W. Valley Retires from GIA Board of Governors

To honor his legacy, GIA has set up a scholarship in his name.

Stock image of police car with its lights on
CrimeNov 22, 2023
JSA Warns of Surge in Attacks on Jewelers on the Road

There have been eight attacks in the last month, spanning from a jewelry store parking lot in Rhode Island to highways in California.

Buddha Mama citrine bangle
TrendsNov 22, 2023
Amanda’s Style File: November Glow

These 15 pieces of jewelry celebrate November babies and the hues of citrine and topaz that reflect the colors of the season.

Columbia Gem House fundraiser
SourcingNov 22, 2023
Columbia Gem House Raises $12K for Wildlife

The money will help a nonprofit rehabilitate sea turtles.

Facet Barcelona factory opening
MajorsNov 22, 2023
Facet Barcelona Opens New Factory in Spain

The jewelry manufacturer said it can now better serve the North American market.

David Yurman holiday campaign
TechnologyNov 21, 2023
See David Yurman’s New High-Tech Holiday Campaign

The jewelry brand takes viewers through a virtual winter wonderland set in New York City.

2023 Rock the Jewels Awards winners
Events & AwardsNov 21, 2023
Here Are the Winners of BIJC’s Inaugural ‘Rock the Jewels’ Awards

The organization recognized outstanding industry players at its celebratory event.

Rough diamonds from De Beers Gahcho Kue mine
SourcingNov 21, 2023
De Beers’ Rough Diamond Sales Sink to $80M

India’s voluntary moratorium on rough diamond imports coupled with a stunted recovery in China continue to impact the miner.

Smart Age Solutions founder and CEO Emmanuel Raheb
ColumnistsNov 21, 2023
The Smart Lab: Score Big During Football Season With Hulu Advertising

Emmanuel Raheb outlines three reasons why Hulu advertising and football can be a game changer for your jewelry store’s marketing.


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