Trove, the four-year-old jewelry care and storage brand, has officially opened its first U.S. location in Manhattan’s West Village. The store, located at 301 W. 4th St., opened its doors on November 8 and has quickly become a must-see destination for luxury jewelry enthusiasts. The 1,000-square-foot store showcases Trove’s signature jewelry boxes and trays, along with a curated selection of jewelry pieces from international designers.
One of the highlights of the store is the exclusive collection by Trove’s first designer in residence, Fernando Jorge. His stunning jewelry is available for viewing and purchase, offering a unique addition to the store’s offerings.
The space was designed by interior designer Tali Roth in collaboration with Trove founder Hannah Ward and her U.S. business partner Jen Rubio. The design of the store blends modern luxury with timeless elegance, featuring custom wood furnishings, airy glass display cases, and an eye-catching high-gloss ceiling that adds a touch of sophistication to the space.
A Community-Focused Concept
Trove’s West Village location was chosen by founder Hannah Ward for its intimate and community-oriented atmosphere. Ward explained that the brand wants to build a close relationship with its customers and partners, making the store a place where visitors feel comfortable and inspired to return regularly. She said, “It’s very intimate, and we want to have a close relationship with our customers and partners in order to be a destination that people feel they can drop into and visit to see what’s new.”
The West Village has long been known for its charming, neighborhood feel, making it the perfect spot for Trove’s first U.S. location. Ward shared that Trove has seen growing interest from American customers, particularly in the U.S., which is now the brand’s largest market. “We receive a lot of requests from customers wanting to see the boxes in real life, so we took the plunge, and here we are,” she said, noting that the new store will help meet the increasing demand for Trove’s high-end jewelry storage solutions.
Art and Design Collide
Jen Rubio, the CEO of luggage brand Away, joined Trove as a strategic business partner and played a key role in shaping the store’s atmosphere. Rubio has lent several of her personal art pieces to the store’s decor, including works by Polish artists Paulina Olowska and Ewa Juszkiewicz, as well as British artist Louise Giovanelli. Rubio believes that the art reflects Trove’s spirit and adds to the overall luxurious feel of the store.
“Trove boxes are a contemporary take on vintage jewelry boxes, and similarly the store is a mix of eras and is layered with art, objects, and of course jewelry,” Rubio explained. “We wanted it to have a sense of warmth—like you’re at home, trying on jewelry with a friend.” This inviting, personal touch makes the store feel like a cozy retreat, allowing customers to fully immerse themselves in the world of Trove while enjoying a relaxed and comfortable shopping experience.
A Place for Self-Care and Reflection
One of the most unique features of Trove’s New York store is the dressing table, a space where customers can sit, try on jewelry, and envision how their pieces would look inside a Trove jewelry box. This act of trying on jewelry in a comfortable, intimate setting is meant to evoke a sense of nostalgia, reminding visitors of the rituals of self-care and reflection they may have experienced in their own homes—perhaps watching a loved one prepare for a night out or return jewelry to a cherished box.
Founder Hannah Ward reflected on the importance of this ritual, saying, “This very old-fashioned ritual of self-care and reflection feels extremely luxurious and thoughtful when reinterpreted in a modern context.” The dressing table offers a unique opportunity for customers to reconnect with the personal, sentimental value of their jewelry, turning the act of wearing or storing a piece into a moment of reflection.
More Than Just Jewelry Storage
For Ward, Trove is about more than simply providing functional storage. It’s about creating a meaningful connection with the jewelry and memories that each box holds. “A Trove piece is so much more than a functional item. It is a vessel to hold your story, your most precious memories both in terms of monetary value and sentimental value,” she said. The brand’s focus on thoughtful design encourages clients to explore their jewelry collections and wear more of their favorite pieces, enhancing the overall value of their Trove box beyond its storage function.
Ward also hopes that the store will serve as an inspiring destination for both existing and new Trove clients, offering them a space to discover something new, whether that’s a beautifully crafted jewelry box or a new piece to add to their collection.
A New Chapter for Trove
With the opening of its first U.S. location, Trove is continuing to expand its presence and redefine the jewelry storage experience. The West Village store embodies the brand’s core values of elegance, functionality, and sentimental connection, while also embracing modern design and luxury.
As the store continues to attract visitors and collectors, Trove’s growing popularity in the U.S. suggests that the brand’s carefully crafted blend of high-end design and intimate customer experience is resonating with American consumers. By offering more than just a place to store jewelry, Trove is creating an emotional connection that transforms a simple item into a cherished possession.
With its expansion into the U.S. market, Trove is poised to make a lasting impact in the world of luxury accessories, offering a new way to celebrate and care for the most treasured pieces in any collection.
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