Effy Jewelry is expanding its presence with its first flagship in New York City.
The fine jewelry brand, which launched 45 years ago by its late founder Effy Hematian, is opening its flagship on Monday on Fifth Avenue across from Saks Fifth Avenue. This is the brand’s first store in mainland U.S. after operating stores in Alaska. The flagship is meant as a tribute to Hematian, who passed away last year.
“The opening of our Effy Hematian flagship store is a reminder of the power of dreams, dedication and family,” said Bobby Hematian, the jeweler’s son and president of the brand. “It is a deeply personal way to honor our father’s memory and share his vision in a space that truly reflects his artistry, ambition and love for what he created. This store is not just a tribute to his legacy but a continuation of it — a place where his values and passion will live on.”
Inside the Effy Jewelry Fifth Avenue store.
Courtesy of Effy Jewelry
The store showcases the brand’s main collections, like its Effy Hematian Collection, its Watercolor Collection and its Signature Collection, which is anchored on a panther motif.
There will also be pieces from the jeweler’s new Promise by Effy line, which is created with lab-grown diamonds.
In addition to the New York flagship, Effy Jewelry is continuing its partnership in the cruise industry, which the brand said comprises a large portion of its business. Earlier this year, Effy Jewelry expanded its partnership with Carnival Cruise Line with a new technology initiative on board Carnival Firenze where guests can use AI to try on more than 100 Effy Jewelry pieces.
