IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchIndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home
Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
The new Adornment & Theory store is located on W. Chicago Avenue in Chicago’s West Town neighborhood. The store’s grand opening is scheduled for May 28. (Photo credit: Meaghan Shuptar)
Chicago—When you first read the description for the new Adornment & Theory store, it is hard to picture what this jewelry store, owned by designer Viviana Langhoff, looks like.
“Caribbean warmth and hospitality meet the mystique of the Middle East, softened through a midcentury lens,” reads the press release.
But then you see the pictures, and it all makes sense.
The new Adornment & Theory store is an eclectic-yet-clean space that feels modern and homey at the same time, reflecting both the growth of the store and its owner.
Langhoff said when she first opened her store in 2017, her color scheme was white, gold, and black, with the goal of the store presenting as a sleek, gallery-like space.
Fast-forward eight years, and she said she has gained more confidence in her designs, her store’s momentum, and what her brand is about: hospitality.
“I feel like [in our last location], people were walking into a welcoming art gallery. Now it feels like a home.”
Walnut wood privacy screens cut into midcentury shapes create small areas where consultations on custom pieces—now a “huge chunk” of Adornment & Theory’s business, Langhoff said—can take place.
At each custom station, there are coconut shells filled with crystals, a nod to Langhoff’s Puerto Rican heritage that also serve to elevate people’s concept of the Caribbean.
The new store has a bar that serves as both the staff’s kitchen and a gathering place for in-store events while a showcase at the cash wrap area is filled with Polaroid pictures of the store’s clients.
“Caribbean warmth and hospitality meet the mystique of the Middle East, softened through a midcentury lens,” reads the press release.
But then you see the pictures, and it all makes sense.
The new Adornment & Theory store is an eclectic-yet-clean space that feels modern and homey at the same time, reflecting both the growth of the store and its owner.
Langhoff said when she first opened her store in 2017, her color scheme was white, gold, and black, with the goal of the store presenting as a sleek, gallery-like space.
Fast-forward eight years, and she said she has gained more confidence in her designs, her store’s momentum, and what her brand is about: hospitality.
“I feel like [in our last location], people were walking into a welcoming art gallery. Now it feels like a home.”
Walnut wood privacy screens cut into midcentury shapes create small areas where consultations on custom pieces—now a “huge chunk” of Adornment & Theory’s business, Langhoff said—can take place.
At each custom station, there are coconut shells filled with crystals, a nod to Langhoff’s Puerto Rican heritage that also serve to elevate people’s concept of the Caribbean.
The new store has a bar that serves as both the staff’s kitchen and a gathering place for in-store events while a showcase at the cash wrap area is filled with Polaroid pictures of the store’s clients.
This showcase, like the privacy screen to the right, is walnut. Langhoff said the woodworkers used a CNC router to create pyramid shapes, which are a nod to pre-Columbian art and civilizations. (Photo credit: Meaghan Shuptar)
“I really love those,” Langhoff said of the walnut privacy screens used to create areas for custom consultations. (Photo credit: Meaghan Shuptar)
The store also has what Langhoff describes as a “live Pinterest board,” an area where she and staff members put up pictures, artwork, and personal sketches they are currently feeling inspired by. (Photo credit: Meaghan Shuptar)
The store’s palm tree wallpaper is both a modern touch—wallpaper is back in a big way—and a nod to Langhoff’s Caribbean heritage. She is a native of Puerto Rico, though she now has spent more than half her life in Chicago. (Photo credit: Meaghan Shuptar)
The store has multiple mirrors, including this full-length one, useful for allowing clients to see how jewelry works with their entire outfit. (Photo credit: Meaghan Shuptar)
The new Adornment & Theory’s store is in West Town, a neighborhood just outside downtown Chicago that is more affluent than its previous neighborhood, Logan Square.
“The demographic hits our demographic. I didn’t even think I was going to be able to afford [to buy] in this area,” Langhoff said.
It all started in the spring of 2025. Langhoff knew her lease was up the following spring and through conversations with other jewelers, she knew she wanted to buy.
Langhoff said when going to peers for advice, she would ask: What is something you would have done in year one of your business, year five, and year 10?
“The through-line I got from all of them was, ‘I wish I would have bought my building, or I wish I would have bought the property.’”
But she also was expecting her first child and didn’t want to go through the process of buying property at the same time she was navigating life as a new mom.
She asked her landlord for a one-year extension, a request he denied.
So, in spring 2025, at 7 ½ months pregnant, Langhoff found herself waddling through numerous properties before she found the West Town building.
It was way above her budget, but she went for it anyway, writing a letter to the owners explaining who she is, what her business is about, and offering the most she could afford.
On the same day her water broke, she received an email from the owners stating that they connected with her letter and wanted to make a deal with her.
“So, I started negotiating the price of this building during my labor,” Langhoff said.
They landed on a price that worked for both parties and right after she gave birth to her daughter, instead of maternity leave, there was escrow, inspection, and closing.
Langhoff said she gave herself a month off, then started working on the design and build out, sourcing all the materials on a tight budget with the goal of beginning construction in January 2026 and opening by April.
She summed up this period of her life with a concise review: “Insane, do not recommend.”
Adornment & Theory’s new store is 1,200 square feet, the same as its last location, but with one big bonus that will make any Chicagoan or New Yorker green with envy—it has outdoor space, 1,000 square feet of it to be exact.
Langhoff’s vision is build a “gorgeous” bar in the backyard and rent out the space for special events, like small weddings. She plans to hold events for her customers as well, like a summer series with bartenders from around the city.
For now, though, she’s concentrating on the interior, exhausted but happy.
“I’m thrilled,” Langhoff said. “I feel such a sense of personal pride, and relief, and joy.”
Adornment & Theory is located at 1433 W. Chicago Ave.
The store held its soft opening in April. The grand opening is scheduled for May 28.
More on Independents
The Latest
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
MajorsOct 07, 2026
Empire Safe & Vault Promotes Juan Morales to CEOAs part of the transition, Joseph Nicosia has stepped into the role of COO.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
Policies & IssuesOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
CollectionsOct 05, 2026
Sorellina Writes Another Love Letter for ‘Postscript’ CollectionThe fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.
SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
SurveysOct 01, 2026
Rolex Ranks Among Most Recommended Brands in US, Survey Says YouGov’s 2026 U.S. Most Recommended Brands report’s out, and a fast-fashion giant is sitting at No. 1 while Rolex is just shy of the top 5.
