Trends

Marla Aaron’s Vending Machine Finds a New Home

TrendsJul 17, 2018

Marla Aaron’s Vending Machine Finds a New Home

The machine, which dispenses her fine jewelry, debuted earlier this year at the Brooklyn Museum.

Marla Aaron’s Vending Machine Finds a New Home
Jewels on wheels. A view of the Marla Aaron fine jewelry vending machine at its new home at The William Vale hotel.

New York—Marla Aaron’s fine jewelry vending machine is on the move.

Late last year, the designer launched her ultra-creative retail endeavor, selling a small selection of her sterling silver and gold signature lock jewelry in a customized vending machine at the Brooklyn Museum.

Now, the machine has moved, not terribly far away but to an area with a distinctly different feel.

In late June, it appeared at the location that will be its new home through September, the park outside The William Vale hotel, an independent boutique hotel in Brooklyn’s trendy Williamsburg neighborhood.

“I wanted the next location of our vending machine to be outside,” Aaron explained, noting that the Japanese vending machines that originally inspired her concept are often found out-of-doors.

Aaron feels that such a novel retail concept resonates well with the denizens of Brooklyn.

“If it's interesting and new, whether it be food, fashion or music, it's happening in Brooklyn and The William Vale is at the heart of it,” she said.

Since it opened in 2016, The William Vale has become a major New York City tourist destination, not least for its spectacular rooftop views of the Manhattan skyline.

Perhaps those tourist dollars are the explanation for the machine’s sales so far.

“Interestingly, at the Brooklyn Museum the price point of what we sold was much lower. We mostly sold the silver pieces. Since launching at The William Vale the single most popular piece is the gold ‘Babylock’ on a chain that retails for $644.00. We have sold several,” Aaron said.

The machine sells 12 pieces, focusing on the brand’s most straightforward designs, like the Babylock in five different metals.

The items start at $165 for a sterling silver Babylock on a sterling silver chain. The most expensive piece is the 14-karat yellow gold twisted lock pendant on an oxidized sterling silver chain that sells for $1,588.

Aaron said that like her design process, which started with the concept of a fine jewelry lock and has organically grown to include different jewelry making techniques and styles, her retail strategy takes a learn-as-you-go approach.

“I don’t feel like we are innovating consciously,” she said, “it’s more that we are following an iterative process, tweaking and improving as we go along, zealously and constantly. That's how I view the collection, and I view our retail strategy the same way.”

Aaron is planning to launch more vending machines in the future, but

is as focused on her wholesale business as ever.

“We will continue to grow our retail and wholesale business on a parallel path as they are both critical for the long-term success of our company,” Aaron said.

In the meantime, the vending machine will be at The William Vale’s outdoor Vale Park through September.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Watch: How Is the Industry Doing When It Comes to Diversity?
Recorded WebinarsMar 31, 2023
Watch: How Is the Industry Doing When It Comes to Diversity?

Annie Doresca and Michelle Graff welcome Reggie Johnson and Sheryl Jones for a frank conversation on the state of DEI in fine jewelry.

Macy’s Longtime CEO to Retire Next Year
MajorsMar 31, 2023
Macy’s Longtime CEO to Retire Next Year

Jeff Gennette will step down in February 2024, passing the torch to the CEO of another notable retailer.

Piece of the Week: The Extraterrestrial Lunar Necklace
AuctionsMar 31, 2023
Piece of the Week: The Extraterrestrial Lunar Necklace

Artisan Martin Roberts fashioned lunar meteorites into 48 beads to create this out-of-this-world necklace.

Full Disclosure at Your Fingertips
Brought to you by
Full Disclosure at Your Fingertips

Distinguishing natural diamonds from laboratory-grown stones – now more available than ever – has been difficult for jewelers. Until now.

JBT Re-Elects Richard Katz as Board Chairman
MajorsMar 31, 2023
JBT Re-Elects Richard Katz as Board Chairman

As for new members, the organization welcomed Jewelers of America’s Annie Doresca and Parag Jain of Parag Diamonds.

Weekly QuizMar 31, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
At Watches & Wonders, a $20M Watch Makes Its Debut
WatchesMar 30, 2023
At Watches & Wonders, a $20M Watch Makes Its Debut

Jacob & Co.’s new “Billionaire” timepiece features more than 200 carats of yellow diamonds.

See the Jewelry Collection Expected to Top Elizabeth Taylor’s at Auction
AuctionsMar 30, 2023
See the Jewelry Collection Expected to Top Elizabeth Taylor’s at Auction

Heidi Horten, wife of department store magnate Helmut Horten, collected jewelry from Bulgari, Cartier, Harry Winston and Van Cleef & Arpels.

Bringing Over 130 Years of Diamond Expertise to Modern Grading
Brought to you by
Bringing Over 130 Years of Diamond Expertise to Modern Grading

De Beers Institute of Diamonds provides the very best in diamond verification, education and diamond services.

Jewelers Mutual Marks a Major Milestone
MajorsMar 30, 2023
Jewelers Mutual Marks a Major Milestone

The jewelry industry insurer and solutions provider is celebrating 110 years in business this month.

NRF Says Brick-and-Mortar Stores Remain ‘Primary Point of Purchase’
SurveysMar 30, 2023
NRF Says Brick-and-Mortar Stores Remain ‘Primary Point of Purchase’

The statement came as the National Retail Federation released its retail sales forecast for 2023.

10.57-Carat Purplish Pink Diamond Expected to Sell for $35M+
AuctionsMar 29, 2023
10.57-Carat Purplish Pink Diamond Expected to Sell for $35M+

Sotheby’s will auction the diamond, which it says is “arguably the most significant pink diamond to ever appear at auction,” in June.

Blue Nile to Close Fulfillment Center, Lay Off Workers
MajorsMar 29, 2023
Blue Nile to Close Fulfillment Center, Lay Off Workers

The retailer, recently acquired by Signet Jewelers, will lay off 119 employees in July.

See All the New Patek Philippe Watches for 2023
WatchesMar 29, 2023
See All the New Patek Philippe Watches for 2023

The Swiss watchmaker introduced 17 new models at Watches & Wonders Geneva.

Mark Henry Jewelry Offering Complimentary ‘Masterclass’ on Sales from Peter Smith
MajorsMar 29, 2023
Mark Henry Jewelry Offering Complimentary ‘Masterclass’ on Sales from Peter Smith

As part of the promotion, Smith will share his sales expertise during a 90-minute training session.

I’m Enchanted With Parmigiani Fleurier’s Perfect Travel Watch
EditorsMar 28, 2023
I’m Enchanted With Parmigiani Fleurier’s Perfect Travel Watch

At Watches & Wonders, the Swiss brand unveiled a follow-up to last year’s Tonda PF GMT Rattrapante.

Helzberg’s New Lab-Grown Diamond Collection Earns SCS Certification
CollectionsMar 28, 2023
Helzberg’s New Lab-Grown Diamond Collection Earns SCS Certification

The “rêve” collection’s engagement rings and wedding bands are geared toward “sustainability minded customers.”

This New Rolex Day-Date Tells Time … and Affirmations
EditorsMar 28, 2023
This New Rolex Day-Date Tells Time … and Affirmations

A new word appears on the dial each day of the week.

D.C. Jeweler That Honored 50-Year-Old Gift Certificate Closes
IndependentsMar 28, 2023
D.C. Jeweler That Honored 50-Year-Old Gift Certificate Closes

Bensons Jewelers closed for good Feb. 24, impacted in part by the decline in foot traffic downtown since the onset of the pandemic.

Swarovski Names New GM of North America
MajorsMar 28, 2023
Swarovski Names New GM of North America

Kolja Kiofsky has been with the crystal and jewelry company since 2010.

Jewels to Shine in Upcoming ‘Golden Age’ of Hollywood Auction
AuctionsMar 27, 2023
Jewels to Shine in Upcoming ‘Golden Age’ of Hollywood Auction

The Kruse GWS Auctions sale will include the replica “Taj Mahal” necklace Elizabeth Taylor made with Avon as well as a costume piece Marilyn Monroe wore.

Pandora Promotes GM to Chief of Retail Operations
MajorsMar 27, 2023
Pandora Promotes GM to Chief of Retail Operations

Massimo Basei is moving up, while Chief Commercial Officer Martino Pessina is stepping down.

Registration Is Open for the HardRock Summit
Events & AwardsMar 27, 2023
Registration Is Open for the HardRock Summit

AGTA GemFair and the Denver Gem & Mineral Show also will have a presence on the show floor.

Piece of the Week: The $5.8M Patek Philippe ‘Sky Moon Tourbillon’
AuctionsMar 24, 2023
Piece of the Week: The $5.8M Patek Philippe ‘Sky Moon Tourbillon’

Sold by Christie’s Hong Kong, this masterwork of complications now holds the record for most expensive watch ever auctioned online.

Movado Predicts Declining Sales Amid ‘Volatile’ Retail Environment
FinancialsMar 24, 2023
Movado Predicts Declining Sales Amid ‘Volatile’ Retail Environment

The watch company expects first-quarter sales to fall as much as 15 percent due to inflation and tough comps.

Lightbox Promotes General Manager to COO
Lab-GrownMar 24, 2023
Lightbox Promotes General Manager to COO

Adam O’Grady, general manager of the Lightbox Lab, has taken on the new role and will report directly to Lightbox CEO Antoine Borde.

Which Brands Do Watch Enthusiasts Love Most? Chrono24 Takes a Look
WatchesMar 23, 2023
Which Brands Do Watch Enthusiasts Love Most? Chrono24 Takes a Look

The watch marketplace gathered data from 1.3 million collectors, highlighting the most popular timepieces and exploring value appreciation.

Burgundy Diamond Backing Out of Ellendale Mine Deal
SourcingMar 23, 2023
Burgundy Diamond Backing Out of Ellendale Mine Deal

Burgundy has opted not to exercise its option to buy the mining claims Gibb River Diamonds currently owns.

×

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