CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
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
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
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 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.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
