Building a Brand, Store by Store
Retail stores continue to be a favored jewelry brand-building strategy. Italian fine-jewelry company Pomellato is the latest to jump into the U.S. market, opening its first U.S. store on Madison Avenue in New York. Pomellato is no stranger to retail,though: there are now 25 Pomellato stores worldwide. The brand has been advertising in U.S. consumer magazines and the New York Times magazine for several years with a distinctive campaign featuring Nadja Auermann. The company says it will open four more U.S. stores, two on each coast, by 2010. Pomellato’s new 1,800-square-foot store in a turn-of-the-century mansion on Madison at 64th Street, with 16-foot-tall windows offering a view into the store. The brass door handle was designed to resemble a Pomellato ring. Wood screens serve as a backdrop for the front window showcases and as partitions. An original exposed brick wall serves as a backdrop for artwork by Taiwanese artist Michael Lin. The store also includes a private selling room, furnished with a vintage table and chairs.
