Independents

Marla Aaron’s Vending Machine Moves to Manhattan

IndependentsJan 30, 2019

Marla Aaron’s Vending Machine Moves to Manhattan

After stints at a Brooklyn museum and hotel, the creative selling concept has made a move to its first traditional retail set-up.

20190130_marla.jpg
Here, Marla Aaron is pictured with MZ Wallace co-founders Monica Zwirner and Lucy Wallace Eustice. This month, Aaron’s fine jewelry-dispensing vending machine set up shop at the handbag brand’s SoHo boutique in New York City.

New York—Marla Aaron’s fine jewelry-dispensing vending machine may have been born in Brooklyn, but now it’s graduated to Manhattan.

This month, the machine, which carries a curated assortment of Aaron’s lock pendant necklaces and bracelets, opened up for business at handbag boutique MZ Wallace’s SoHo location.

It’s the first time the machine has set up shop not only in New York City’s most bustling borough, but also in a traditional retail store. It debuted in December 2017 at the Brooklyn Museum and in July 2018 moved to the William Vale Hotel, where, like all fine jewelry touchpoints physical or otherwise, it had to face the reality of jewelry theft.

Overall, the vending machine concept, which Aaron has been continuously adjusting to optimize the experience, has proved to be successful with consumers so far.  

“We have learned so much about our customers—about how they engage with the machine and how they engage with the interactive feature—and we keep tweaking the experience,” Aaron told National Jeweler.

“The most important thing we have learned though is our customers are happy to buy our jewelry that they know and love from our machine and that new customers are curious enough to learn more about us because of a nice encounter with our machine.”

The concept now will have the added benefit of encountering customers who are already shopping for accessories in the form of MZ Wallace’s handbags and totes. And with styles starting at $130 for a sterling silver lock, less than the price of an average MZ Wallace tote, a Marla Aaron piece is an easy buy, though the machine’s year-plus journey has shown that customers are willing to spend more; the $644 14-karat gold baby-lock on a fine square-link gold chain is the best-seller and the most expensive piece currently in the machine is $1,739.

Aaron selected the specific jewels to be sold inside the machine during its latest iteration with the help of Wallace co-founder Lucy Wallace Eustice.

The machine will reside in the store located at 93 Crosby Street through Feb. 24.

Aaron said that more machines are in the works and ultimately, “Our goal is to be in all of these types of environments and others.”

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

The Nordstrom Men’s Store in New York City
MajorsDec 24, 2024
Nordstrom Family, Partner to Take Retailer Private in $6B Deal

Members of the founding family have partnered with Mexican retail company El Puerto de Liverpool to acquire Nordstrom.

Boucheron Las Vegas Storefront
MajorsDec 24, 2024
Boucheron Bets on Las Vegas

The brand has opened its second U.S. location in the Fontainebleau resort and casino.

B & B Fine Gems gemstone suite
EditorsDec 24, 2024
The Spectrum Jewels I Want to Find Under the Tree

Associate Editor Lauren McLemore highlights pieces from the AGTA Spectrum & Cutting Edge Awards she’d be thrilled to unwrap on Christmas.

ride_or_die_1872x1052.png
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday Campaign

A Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’

Gemfields emeralds
SourcingDec 24, 2024
Gemfields to Temporarily Suspend Emerald Mining

The move is one of several cost-cutting measures outlined by the company as it faces a weaker luxury market and other challenges.

Weekly QuizDec 19, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Jewelry by Sorellina, Francesca Villa, Cece Jewellery, Retrouvai, Ray Griffiths, Cartier, Cocoerow Fine Jewelry, and Gumuchian
EditorsDec 23, 2024
My Favorite Piece of the Week Jewels of 2024

Associate Editor Natalie Francisco chose her 12 favorite Piece of the Week picks from the year gone by.

GIA emerald report
GradingDec 23, 2024
GIA Adds Filler Identification to Emerald Reports

Lab clients have the option to request this addition on their emerald reports.

me_myself_and_I_1872x1052 .jpg
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds

‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.

Ella Klein Interns Jamie Dunton and Gabriella Botelho
Events & AwardsDec 20, 2024
Two Participants Complete Inaugural Ella Klein Internship

Jamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.

Retrouvai Green Sapphire and Diamond Heirloom Bezel Ring for Charity
CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for Charity

In the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.

State Property Gardens Collection Campaign
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into Jewelry

Along with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.

Two people in a rowboat
CrimeDec 19, 2024
Alleged Jewelry Thieves Attempt Rowboat Escape

The man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.

2488-carat diamond found in Botswana
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name

The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”

Rough rubies
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at Source

The average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.

alexandrite ring
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’s

The nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.

Tiffany & Co. pocket watch gifted to captain of the Carpathia
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co.

More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.

Picchiotti Spotlight Campaign Video Still
TechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video Campaign

The videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.

Steve Feldman
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to Retire

Feldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.

Chanel Quilted Stars Necklace
Events & AwardsDec 17, 2024
Chanel to Receive Gem Award for High Jewelry Excellence

The luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.

Frank Circelli
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75

Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.

Blue diamond ring
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’s

The nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.

Stock image of a gavel, handcuffs, and books
CrimeDec 17, 2024
‘Black Bin Crew’ Robbers Get 14-16 Years in Prison

The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.

Cover of the new book “The History of Diamond Engagement Rings: A True Romance”
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings

“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.

Rolex store on Rodeo Drive
WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo Drive

Gearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.

GCAL 8X pear and marquise-cut diamonds
GradingDec 16, 2024
GCAL By Sarine Expands 8X to 2 More Fancy Shapes

The diamond cut grade is now available for marquise- and pear-shaped diamonds.

Claudia Cividino, Sissy’s Log Cabin, Shri Govind Dholakia, Tanishq
SourcingDec 16, 2024
Diamonds Do Good Announces 2025 Award Recipients

DDG said the honorees’ business practices embody a commitment to positive social impact, industry innovation, and community empowerment.

Selena Gomez, Benny Blanco, Engagement Ring
TrendsDec 13, 2024
Selena Gomez Said ‘Forever Begins Now’ to Marquise Diamond Engagement Ring

Estimates on the size and value of the solitaire diamond, which is mounted on a diamond pavé-set yellow gold band, vary.

×

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