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.
Editors' Picks
Sponsored by
More on Independents
The Latest
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
Weekly QuizJul 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
Events & AwardsJul 16, 2026
MJSA Mentor & Apprenticeship Program Certifies First Advanced Apprentice GraduateThe graduate, Grace Barden, credited the program with helping her secure a job as a bench jeweler.
Events & AwardsJul 16, 2026
Jewelers of Louisiana to Host 80th ConventionThe event, scheduled for next month in New Orleans, will include dinner, a custom jewelry design contest, and education sessions.
SourcingJul 15, 2026
1,305-Carat Diamond Recovered from Mine in BotswanaThe yet-to-be named stone is the 10th diamond weighing more than 1,000 carats to come out of Lucara’s Karowe mine.
FinancialsJul 15, 2026
Watches of Switzerland’s US Sales Jump 18%, Declines to Comment on Sale Report The watch and jewelry retailer had a strong fiscal year despite what its CEO described as a “complex operating backdrop.”
Events & AwardsJul 15, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
CollectionsJul 15, 2026
Pomellato’s New High Jewelry Is LiberatingBold color, expressive gem-setting, and sculptural form define the three chapters that make up “Stile Libero.”
ColumnistsJul 14, 2026
Sherry Smith: What Today’s Jewelry Consumer Is Telling Us Rising revenue does not automatically mean a healthy business, particularly in the current economic landscape, Smith writes.
TrendsJul 14, 2026
Amanda’s Style File: Shoulder Dusters These long, fluid drop earrings are sure to catch the eye.
CrimeJul 14, 2026
Man Charged in $1M Jewelry Store Heist Lands on FBI Most Wanted ListAlberto Perez-Elias is one of four men charged with robbing a Cape Coral, Florida, jewelry store and is the only one still at large.
Events & AwardsJul 14, 2026
Conference on Mining, Sustainability Kicks Off in NYCInitiatives in Art and Culture is hosting its 16th annual Gold and Diamond Conference, with the theme of “Resilience.”
Lab-GrownJul 13, 2026
Stephanie Gottlieb Changes Her Mind on Lab-Grown DiamondsThe designer, who once said she’d never sell lab-grown diamonds, debuted two capsule collections designed to be fun and easy to wear.
SourcingJul 13, 2026
De Beers Announces Potential Layoffs, 2-Year Production Pause at VenetiaThe diamond miner and marketer is undergoing another round of cost-cutting measures ahead of its sale by Anglo American.
Events & AwardsJul 13, 2026
Registration Opens for JIS Fall 2026 ShowThe annual trade-only buying event is slated for Oct. 16-19 in Miami Beach, Florida.
Events & AwardsJul 13, 2026
AGTA Accepting Entries for Spectrum 2026AGTA also has announced the lineup of judges for the colored gemstone cutting and jewelry design contest’s various categories.
TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
