The diamond hanging from the gold torque necklace might be the first thing you notice when you walk in to Jessica McCormack’s store on Madison Avenue in New York, but it might also be the ceiling arches or the restored walnut parquet floors, or the display totems, all handmade in Scotland. McCormack worked with restoration architect to preserve original features while also breathing new life into the building, which dates from the 19th century. She called in New York’s Society of Guilders for help repairing the facade. For those familiar with McCormack’s two London stores, the aesthetic of the space will also feel familiar—there are artisanal touches and personal artwork and a Jacobean style staircase and a keen eye for design details throughout. It’s a store where you will ask about the custom wallpaper as much as you’ll ask about the carat size of the yellow diamond ring. ELLE Decor took an early tour last week before its official opening and had some questions for the jeweler who has cracked the code on how to make serious jewelry feel infinitely cool, and how to make stores where people want to shop, but also, maybe move in for a while.
Pieces from the Exceptional Stones Collection
The Luna Diamond Ring
The Raindrop Diamond Pendant
The Goldfinch Diamond Ring
ELLE DECOR: What was the overall feeling and aesthetic you wanted to achieve in the store?
JESSICA McCORMACK: The aim was to bring our world to this Beaux Arts building in NYC in a way that felt intuitive. I knew I wanted warmth, lots of wood panelling, contemporary art, and myriad finishing touches—like a mural drawn on the wall by a friend, family photos, and a canopied dog bed for visiting hounds. I wanted it to feel a little lived in but still super elevated. It should feel like your most tasteful friend’s home, the one with the great art collection and the most fabulous jewelry, but not in the least bit intimidating. I hope we’ve done just that.
What design elements do all the stores have in common?
They all share a maximalist approach and a blend of eras across furnishing, art, and décor. There are a lot of bespoke elements in each store—from ceramics to leather-bound banisters, embroidered chairs and custom wallpaper. The art and the artisans that we’ve worked with in each of the stores is a red thread between the spaces but they differ from boutique to boutique. One thing they all share is a lack of obvious branding. Of course we have logos, etc. but we don’t splash them around.
The interiors of McCormack’s new store.
What are the design elements you want to make sure people notice when they walk through the store?
When you walk in you see this beautiful hand painted mural by Kreh Mellick on the left hand side. And there are also custom tiles by Petra Palumbo around the fireplace that nod to our company—a fern for New Zealand, an English rose, a Protea from South Africa. There is a gorgeous bespoke tulipiere by Amata Benedict with unicorns and flowers and diamonds painted on it. I love all the sight lines in the space. When you walk through the door you can see right the way through both of the arches on the ground floor to the back of the room—so even the jewelry in the final room is visible. It gives a sense of discoverability, like each area has its own treasures to reveal.
The Ellipse Torque Necklace.
What role do you think design plays in the experience of shopping for jewelry?
More than anything I want people to feel comfortable and welcome. Sit on the chairs, flip through the books in the library, peruse the art. Jewelry is a purchase that requires time and consideration, so the boutique needs to feel warm and relaxed. The space needs to invite people to spend time in it, to try things on without rushing.
Inside Jessica McCormack’s New Store
Editor-in-Chief Stellene Volandes is a jewelry expert, and the author of Jeweler: Masters and Mavericks of Modern Design (Rizzoli).
