Sauer, a renowned Brazilian fine jewelry brand, has chosen New York City for its first international store, marking a significant milestone for the family-owned company. The new flagship boutique, located at 800 Madison Avenue on Manhattan’s Upper East Side, opened in November. According to co-CEO Gabriel Andre Sauer, New York’s status as a global hub for culture, art, and luxury made it the perfect location to expand the brand’s reach.
“The city’s dynamic energy and its appreciation for artistry align perfectly with our brand’s heritage,” says Sauer. He also sees the opening as an opportunity to share the unique story of Brazilian gemstones and the company’s bold design legacy with a sophisticated international audience.
Founded in 1941 by French immigrant Jules Sauer, who discovered Brazil’s first recorded emerald, the brand has remained a family-owned business for three generations. Gabriel Andre Sauer emphasizes that the company’s ethos has always been centered on high design standards and the metaphysical symbolism of gemstones.
To reflect this in their New York store, Sauer chose a 1,000-square-foot space spread across two floors. The store’s design nods to Manhattan’s iconic architecture, with art deco-style windows and a layout that feels like an art gallery, displaying each piece as a precious masterpiece. The boutique also incorporates elements of Brazilian modernism, such as Jacaranda-wood furniture and cubist Cobogo panels.
The store’s interior is designed to evoke the beauty of Brazil’s landscapes, with a warm color palette and textured materials. The upper floor features a private salon for bespoke appointments and custom design consultations. It also houses an exhibition space showcasing rare gems and minerals from the Sauer family’s personal collection, which were previously displayed in the family’s museum in Rio de Janeiro.
“Our legacy is about more than just the gemstones; it’s about the stories they tell and the care that goes into transforming them into works of art,” says Sauer.
To celebrate the opening, the brand introduced its new Madison Avenue collection, inspired by the city and the themes of art, nature, and spirituality. Highlights include the Suzanne necklace, featuring a 19-carat diamond, and the Paisley earrings, which combine emeralds, diamonds, and malachite.
Additionally, the boutique showcases Sauer’s latest collection, Ethos, which features emeralds, tourmaline, diamonds, and lapis lazuli. The collection’s innovative designs create the illusion of shifting shapes through the arrangement of stones, blending classic and contemporary styles.
Sauer’s creative director, Stephanie Wenk, says the Ethos collection was inspired by what a New York jewelry collector might seek. “We wanted to create pieces that could be just as at home in a museum as in a luxury jewelry boutique,” she explains.
Wenk envisions the store as a place of discovery, where visitors can explore Brazil’s vibrant culture and craftsmanship. “Above all, we aim to create an environment where clients feel inspired, welcomed, and cared for as they connect with the artistry and meaning behind each piece.”
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