Innovative designer Marla Aaron has launched an awe-inspiring pop-up at one of the world’s most iconic retailers, Bergdorf Goodman.
The interactive installation is not only the brand’s debut partnership with a leading American department store, but it also marks the tenth anniversary of the Marla Aaron company.
In case you’re not familiar, Marla is the originator of the hardware movement you now see running rampant in fine jewelry. She is quite literally the blueprint of this phenomenon.
Marla has really exploded over the last few years, due in large to her strong cult following, the pandemic jewelry boom, and her ties to the Gen-Z community.
Everyone from Dua Lipa, Blake Lively, Julianne Moore, Cynthia Erivo to Zoe Kravitz wears her stuff!
Having launched Marla Aaron Jewelry a decade ago from her kitchen table in New York City, Aaron knew that Bergdorf Goodman would be the ideal partner for her brand’s American department store debut.
For more than 120 years, the New York City landmark has not only been home to the world’s most cutting-edge fashion designs, but it has also championed the industry’s rising stars.
Having purposefully waited years for the right partnership opportunity, Aaron recognized that the team at Bergdorf Goodman understood her vision and is committed to telling her unique story the right way, according to the release.
“Aaron, who has defined industrial jewelry functionality with a maximalist wink and flourish, collaborated with the renowned Fifth Avenue department store to create a customized space that reflects the unique character of her designs.
Housed within Bergdorf Goodman’s Jewelry Room, the Marla Aaron Shop will showcase Aaron’s signature multifunctional jewelry—locks, chains, rings, bracelets, and charms—all of which work together in countless configurations, creating one-of-a-kind and deeply personal looks.
The pop-up shop will also offer a selection of new designs, as well as a show-stopping jewelry-dispensing gumball machine,” the release states.
Over the coming months, the pop-up will host a variety of special events for Bergdorf Goodman’s customers, including several personal appearances by Marla. The space will be managed by a key member of the Marla Aaron team, who will be on-site to demonstrate the functional and interchangeable nature of the collection and help shoppers create their own combinations.
While this installation introduces Marla Aaron to Bergdorf Goodman, the department store will continue to offer the brand in other formats in the future—all of which will always surprise customers, delight fans, and challenge everyone’s perception of how jewelry should be presented, bought, and worn, according to the release.
“We have managed to build a beautiful business with a cult following across a wide swath of customers from literally every walk of life, in every country in the world,” says Aaron. “To have the opportunity to spread our wings within the iconic walls of Bergdorf’s—and bring our deeply personal and egalitarian, but luxurious, take on jewelry—is a dream.”
Photography by: Richard Caden