Van Cleef & Arpels has opened a directly operated boutique in The Mall at Short Hills, New Jersey, having previously been represented by London Jewelers at the upmarket shopping destination.
Short Hills, 20 miles to the southwest of Manhattan and just 35 minutes by train to Midtown, is one of New Jersey’s most affluent suburbs.
Its large detached homes make it one of the highest-income ZIP codes in the country.
The Mall is a mid-sized indoor retail destination anchored by Saks Fifth Avenue, Nordstrom, and Bloomingdale’s and home to luxury brands including Cartier, Chanel, Louis Vuitton, and Tiffany & Co.
London Jewelers continues to run a Rolex boutique, a Panerai boutique and a multibrand with Patek Philippe and Tudor.
TAG Heuer, Omega and IWC also have monobrands in the mall.
Van Cleef & Arpels has been bringing its retail operation in house for many years, although continues to run branded boutiques with partners, including with London Jewelers at its flagship Americana at Manhasset location on Long Island, NY.
VC&A is famed for the opulence of its showrooms.
Its new store in Short Hills has 3,000 square feet of retail space, including two discreet consultation rooms and a private Poetic Salon with a hidden library theme, gold wallpaper, curved moon-shaped sofas, and other lounge seating.
“We are overjoyed to open our new boutique in Short Hills, offering our cherished clients a new space to discover the magic and artistry of Van Cleef & Arpels,” says Helen King, president and CEO of Van Cleef & Arpels Americas.
“This boutique embodies our dedication to exceptional craftsmanship and timeless beauty, providing an immersive journey into our universe.”
The boutique has a black to gold diamond metal façade with four showcase windows and intricate decorative metal screens flanking the main entrance.
The theme continues inside with black hardwood flooring and a gold-leaf ceiling and two-tier Veronese chandelier looming over the main showroom where watches and jewelry are displayed in Art Deco-inspired cabinets.
