Inside the new Jennifer Fisher store on Manhatan’s Upper East Side.
Photo by Joe Kramm courtesy of Michelle Gerson Interiors.
It’s midday on a Monday, and the new Jennifer Fisher boutique uptown is buzzing with activity. Contractors, lighting, and sound technicians are putting the final touches on the space, designed by friend and interior designer Michelle Gerson. A sales team and merchandisers fine-tune the jewelry display offerings. Fisher herself is offering refreshments, including Italian coffees and her curated assortment of vegan snacks. The entrepreneur admits to loving playing the role of a barista, as she wants the new store to feel like an extension of her home; during NYFW, she hosted a lively fete complete with a branded taco truck.
More apt, though, the 1,410-square-foot flagship encapsulates Fisher’s bauble offerings, with a focus on new 18K fine jewelry styles, as well as items related to her culinary leanings. And there is more retail on the way as a relocated Los Angeles store will debut in November. It’s also a fitting way to mark the 20th anniversary of her brand launch.
Jennifer Fisher left poses with Katie Couric at a party for her new Madison Avenue store.
Photo by Matteo Prandoni/BFA.com courtesy of Jennifer Fisher
“Opening in this store, I really wanted to focus on who we are as a brand and how it started. I have been known as the Queen of Hoops for the costume collection, but the brand started with a dog tag-style gold charm necklace. Now we are offering them in 18K gold, which is exciting, and focusing on our new Gothic letter collection,” Fisher said while pointing to the new styles in the case.
The fine jewelry has grown to include its first wholesale account, partnering with London Jewelers, based in Manhasset, NY, which the Udell family owns. “Randi Udell is an amazing figure in the fine jewelry world, and we just clicked. We share the same values as a family-owned brand,” Fisher noted. Her husband, Kevin, played a pivotal role in the brand’s inception and growth.
The store’s design also marks a milestone in its evolution. Whereas the other two stores in Soho and the former Los Angeles were very heavy on white marble and standard mirrors, the new space has a deeper vibe. “This store is moodier, a bit sexier,” Fisher explains.
Indeed, Gerson found a Calacutta Viola Jones marble that has bold brownish-mauve tones (“It’s the closest I get to pink,” Fisher quipped), which serves as countertops and bases for the glass display cases, and added smoky, dark mirrors to the walls and columns. Warm wood tones and banquette seating near the complimentary café invite guests to linger in the store. A modern, jewelry-inspired fixture called the “Tryst” Chandelier, designed by Paul Matter, lords over the store’s central display case bay.
An in-store cafe offers coffee and vegan snacks.
Photo by Joe Kramm courtesy of Michelle Gerson Interiors
“My friendship with Jen is rooted in a shared background in fashion, which has always allowed us to relate on a deep, creative level,” said Gerson in a release. “We speak the same language, both stylistically and professionally, and that connection has been the foundation of a 30-year friendship. Over the years, we’ve collaborated on every one of Jen’s apartments, showrooms, and stores, so working together feels natural and seamless.”
The new direction will also be reflected in the new store in Beverly Hills, which is replacing the original store on North Canon. “This store is right next to Erewhon, so it’s where people pass it going in and out of the store. As you know, no one walks much in Los Angeles. I always want my stores to be in a neighborhood where people are shopping for all their needs,” Fisher said. To wit, the Madison Avenue store, situated between 85th and 86th streets, is conveniently located near the Butterfield Market, Chase Bank, Vuori, a children’s clothing store, the pajama store Roller Rabbit, and the menswear brand Todd Snyder. Fisher already knows the tony shopping strip would welcome a store uptown, having received plenty of feedback from uptowners who visited her Soho store and wished for a closer alternative.
Necklaces by Jennifer Fisher on display in the new UES store.
Photo by Joe Kramm courtesy of Michelle Gerson Interious
While the LA relocation has been a long road—the Palisades and other fires in Los Angeles County have slowed permitting and construction—Fisher takes it all in stride. With a new book coming out related to her cooking habits and recipes, and a new site called “Maedyn” to hold that content that encompasses all the facets of Fisher’s universe, including her wellness philosophy, her trademark salts, and soon-to-be announced partnerships focused on the full scope of Jennifer Fisher’s personal and professional brand. A cookbook is also in the pipeline.
It also marks a new chapter for Fisher and her husband, who became empty nesters this fall, leaving them with even more time to build their empire. Further US retail expansion plans include Orange County and Miami. The recent March 2024 joint venture with Centric Brands is helping to fuel the brand’s expansion, which is also planned for international growth. In 2024, the brand’s stores experienced 25 percent growth and 45 percent YoY.
“We’re just getting started,” said Fisher as she moved on to seize the next task of the day.
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