Jewelry stirs us. It was likely the original luxury item, a unequivocal statement that, in a primitive and uncertain world, the wearer had more than enough; jewelry still retains a certain talismanic power. In days gone by, before the advent of modern banks, people wore their wealth as a signal of their influence and affluence; a literal badge of distinction. This is still true for those who choose to bling; for the rest of us, jewelry is given as a mark of achievement, as when an employee is rewarded for longevity or excellence, or as a token of love and esteem. Thus, nervous would-be grooms fork over the traditional two months’ salary for an engagement ring, rather than giving the bride something “practical” like snow tires.
For those on the other side of the glittering counter, mood and atmosphere are crucial. A jewelry store must feel intimate and inviting, never cloying or intrusive. The jewels alone should draw the eye, showcased in all their brilliance. They are prizes and must be allowed to shine.
On the other hand, a jewelry store is a business and whilst the eye of the customer lingers on the jewelry, the jeweler’s eye must stay firmly on the bottom line. It’s beauty versus the bottom line, romance versus finance, the sacred versus the profane - well, you get the idea. Rarely can we satisfy both urges. Rarely - but not never...
We are delighted to present our latest showcase: this high-end jeweler is based on New York’s Madison Avenue, part of a shopping area regarded as one of the most exclusive on the planet. The financiers, advertising honchos and wealthy Upper East-Siders who shop in this district expect and demand the very best and bring an extraordinarily discerning eye to jewelry purchases.
Yael Sonia thrives in this environment. Her designs are bold yet highly sophisticated, influenced by a childhood split between New York and Brazil. Perhaps her much-traveled background partly explains her pieces: many seem informed by both the traditional jewelry of indigenous peoples and simultaneously by the chic boulevards of the world’s great cities. It might also explain her “kinetic” pieces, with their dynamic moving parts. Her emporium is a “boutique” in the true sense of the word; delighting her clients with one-of-a-kind pieces.
Yael brings the eye of an artist to everything she does, so we are especially pleased that she went with LED replacement bulbs from LED Waves to transform the lighting scheme in her New York boutique. Take a look at these “before” pictures:
You will notice immediately that the contrast between the display cabinets and the rest of the room has been heightened. LED Waves’ cool white West End light bars in the cabinets now highlight the pieces in all their iconic, multi-faceted brilliance; the rest of the room feels warmer, with our Rhodes Warm white 40 degree bulbs replacing standard halogens.
The room seems to take a respectful step back now, offering a gentle invitation to take your time and choose just the right piece:
The small display case on the desk uses a “Broadway” light bar:
LED MR16 Delphi bulbs were used as accents in the window display:
As you might expect from an organization headed by an artist, Yael and her team designed and implemented this wonderful scheme themselves. Gorgeous pieces like this deserve great lighting - and now they have it.
Even better, Yael will be seeing big savings on her electricity bill: the new LED bulbs down 14 watts, as opposed to 75W for the halogens they are replacing. Add to that the fact that they last many times longer and you can quickly see that Yael has made a shrewd business choice, not just a wise aesthetic one.
And so, Beauty set the fearsome Bottom Line free with a kiss, and they all lived happily ever after.
You can visit Yael’s store at:
Yael Sonia Art Jewelry
922 Madison Avenue
New York, NY 10021
T: (212) 472-6488
www.yaelsonia.com.br