CollectionsFeb 21, 2025
Piece of the Week: Jade Ruzzo’s ‘Tennessee’ Oval Drop EarringsHeidi Gardner, an SNL cast member, wore the smoky quartz earrings on the “SNL50: The Anniversary Special” red carpet on Sunday.
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.
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
Editors' Picks
Sponsored by
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.
“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.
More on Trends
The Latest
SourcingFeb 21, 2025
Zambia Lifts 15% Export Duty on Gemstones, Metals The reversal comes less than two months after the Zambian government reinstated the tax in an effort to bring in more money.
MajorsFeb 21, 2025
24 Karat Club of New York Names New PresidentThe organization also announced its newly elected officers and directors.
Brought to you by
Get Ready for the JA New York Spring ShowThis year will feature a new MJSA Showcase and partnership with Piazza Italia.
SourcingFeb 20, 2025
Anglo Writes Down Value of De Beers by $2.9B As anticipated, Anglo took another impairment charge on the diamond miner and marketer, which saw revenue sink 23 percent in 2024.
Weekly QuizFeb 21, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingFeb 20, 2025
Harry Winston’s Son Donates Fancy Red Diamond to the SmithsonianRonald Winston is giving the 2.33-carat “Winston Red” to the Smithsonian, 67 years after his father donated the Hope Diamond.
SourcingFeb 20, 2025
GJEPC Names New Chairman, Vice ChairmanKirit Bhansali, a partner in Smital Gems and chairman of India Jewellery Park, will take on the role of chairman.
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored GemsColored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?
IndependentsFeb 20, 2025
IJO Elects 4 New Board MembersAlisha Cornett, Nic Faini, Eric Stevens, and Seth Shipley have joined the organization’s board of directors for a three-year term.
CrimeFeb 19, 2025
Brink’s to Pay $42M After Admitting to Illegally Transporting MoneyThe company has to pay the Justice Department and FinCEN for violating the Bank Secrecy Act, the U.S.’s main anti-money laundering law.
SourcingFeb 19, 2025
Diamond Mining Company CEO Steps Down Amid Sales Slump, LayoffsPetra Diamonds Ltd. CEO Richard Duffy resigned as the diamond miner reported a 30 percent drop in sales to start its fiscal year.
ColumnistsFeb 19, 2025
The Smart Lab: Maximizing Your Jewelry Brand on PinterestPinterest is a potential gold mine for jewelry brands, Emmanuel Raheb writes, provided they follow these five tips.
MajorsFeb 19, 2025
Cartier Opens New Store Inside LAXThe boutique is the French luxury brand’s first airport store on the West Coast.
CollectionsFeb 19, 2025
Swarovski’s NYC Flagship Celebrates Ariana Grande CollabThe store’s facade now features the iconic swan logo and campaign images of the “Wicked” star.
Policies & IssuesFeb 18, 2025
New Customs Requirements for Diamond Imports: What We KnowBeginning in April, companies importing diamonds into the United States will have to list the country in which the diamonds were mined.
AuctionsFeb 18, 2025
A Menagerie of Fabergé Coming to Sotheby’sAround 30 whimsical Fabergé animal carvings will go up for auction at Sotheby’s Geneva in May.
SourcingFeb 18, 2025
Celine Assimon Stepping Down as CEO of De Beers JewellersAssimon will be leaving at the end of February after nearly five years with De Beers.
CollectionsFeb 18, 2025
Tabayer Debuts Its First Men’s Jewelry SelectionsDesigns from the brand’s “Oera” collection have been reimagined with modern masculinity in mind.
SourcingFeb 14, 2025
Navneet Gems Now Offering Unheated Montana SapphiresThe wholesale collection features material from the Rock Creek mine in a variety of colors.
CollectionsFeb 14, 2025
Carolyn Rafaelian Partners with ‘Long Island Medium’ StarThe “Divinely Guided” collection, created in collaboration with Theresa Caputo, features symbols that celebrate the power of connection.
CollectionsFeb 14, 2025
Piece of the Week: Lorraine West’s Diamond ‘Open Heart’ RingShow some love on Valentine’s Day with this 14-karat yellow gold ring that features pavé diamonds.
CrimeFeb 13, 2025
Macy’s Employee Foils $1.5M Jewelry Theft The employee confronted the thief, causing the suspect to flee and leave behind the suitcases full of jewelry.
SourcingFeb 13, 2025
Namibian Diamond Co. Suspends CEO, COO After Deadly Heist Namib Desert Diamonds also put its security manager on leave following last month’s robbery that left one employee dead.
Events & AwardsFeb 13, 2025
AGTA Announces Buyer’s Choice Award Winners for Spectrum, Cutting EdgeAGTA recently concluded its 2025 GemFair event in Tucson and is already gearing up for next year’s show, set for Feb. 2-6, 2026.
CollectionsFeb 13, 2025
Royal Chain Releases Its Spring 2025 CatalogMore than 400 new pieces are featured in the supplier’s latest catalog.
Policies & IssuesFeb 13, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires The fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
EditorsFeb 12, 2025
Q&A: Marion Fasel on the History of Diamond Engagement RingsFasel discusses researching her new book, the most enduring engagement ring styles, and the diamond shape Taylor Swift will pick.
