You Can Now Visit Van Cleef & Arpels On Madison Ave

Madison Avenue has a new resident, and it’s the extremely luxe French jewelry and watch house Van Cleef & Arpels. Sure, it’s fitting for the historic street, home to a handful of luxury flagship boutiques. But what makes this space special (Van Cleef’s third location in New York City) is that it brings an intimate shopping experience. The five-floor space is a longtime historic landmark on the corner of 62nd Street and feels more like the most upscale townhome I’ve ever been to.

Upon entering, you are met with high ceilings complete with gold leaves and an exquisite staircase inviting you to the second floor. But before going upstairs, it is hard to miss the Éveil du Cyclamen automaton, which looks like a gorgeous flower but blooms to reveal a stunning butterfly. It’s an incredible feat of time-telling craftsmanship made with white gold, pink sapphires, diamonds, purple jade, green aventurine, and more. As you ascend the stairs of the boutique, you are met with a living room complete with embroidered couches. I sunk into one of them and can tell you that it was immensely cozy.

But as I made my way from floor to floor, I was most struck by the pieces on display. The brand is known for its storytelling (alongside its incredible craftsmanship and gems, of course). Some pieces that really stood out to me were a ruby-and-diamond bracelet from 1937, worn by Marlene Dietrich; a winged ballerina clip from 1947; and a brooch with the brand’s signature setting technique, which was patented in 1933 and makes the gems look like they are floating.

Although the French house has become beloved by a younger audience for its iconic Alhambra motif necklaces and bracelets (mostly thanks to TikTok), the brand’s long history is unique. Walking through the boutique, which was basically a museum, reminded me of that. And for those who need a reminder, the boutique is now open for viewing (or shopping … if you are lucky!).