Australian jewellery box brand Trove has entered the United States market with the launch of its first flagship store in New York City’s West Village. The Melbourne-based company, known for its vintage-inspired jewellery storage solutions, unveiled the new location at 301 West 4th Street last week.
Store Design Highlights
The flagship store features an interior designed to combine elements of nostalgia with modern aesthetics. The space transitions from a bright entryway with high-gloss, custom-coloured ceilings and tailored wooden furniture to a more subdued atmosphere. Olive velvet wallpaper and floor-to-ceiling glass cabinetry house an array of jewellery collections.
Central to the flagship’s offering is Trove’s Designer in Residence programme, which features a rotating showcase of jewellery designers in the store’s main space. The initiative launched with Brazilian high jeweller Fernando Jorge, whose work will remain on display until the end of December. Jorge’s pieces feature a Brazilian aesthetic, distinguished by organic and fluid shapes, which aim to complement the store’s curated approach.
Strategic Expansion into the US Market
Trove’s entry into the U.S. market is supported by Jen Rubio, CEO of luggage brand Away, who has joined as a strategic business partner. Rubio’s expertise is expected to assist in tailoring the brand’s approach to the American market.
“This New York flagship marks Trove’s debut in the United States, and with Jen’s guidance, we aim to showcase the quality, craftsmanship, and artistic focus behind every piece,” said Trove founder Hanna Ward.
For more information about Trove and its offerings, visit the company’s official website.
