Jules Kim is a jeweller whose bold approach to design and image creation has kept her on our radar for some time now. So imagine our delight when we heard about Kim’s latest venture, the Bijulesterie – an appointment-only showroom and shop on New York’s Bowery which – best of all – is hidden underground!
In an interview with influential trend website Coolhunting.com Kim elaborates on her unusual choice of venue. "I come from the underground. I started promoting Bijules in the clubs here in New York. It makes sense to launch in the belly of the Bowery to maintain the real integrity of the brand. Bijules is a research-driven brand and my clients take pride in the discovery of their jewels. The fact that the Bijulesterie breathes below ground indicates its durability in this grimy city but also its communication potential will flourish from down under to way above!"
As well as providing a showcase for Kim’s edgy collections, the space pays homage to the work of her artist friends whose inclusion in the Bijulesterie transforms a visit into a multi-sensory experience. "I wanted to create a 360-degree experience around the showroom," adds Kim in her interview. "One which starts in the simple awareness of its existence, the descension into the room, the fragrance developed by Six Scents, contemporary psychedelic artwork by Sylvia Hommert, flower design by 11×11, streaming tunes while we work and of course a 125-gallon vintage aquarium—aka the Bijules jewelry display,"
Words: Maia Adams