Trove, founded in 2020 by Hannah Ward, is revolutionizing how we store jewelry and keepsakes. Ward, with a background in brand marketing and a passion for antique jewelry boxes, saw a gap in the market. “I was always looking for a space that wasn’t being fully addressed, where there was a real need,” she explained.
The brand’s signature feature is its use of lacquer, a material that blends traditional craftsmanship with modern design. This focus on quality and uniqueness helped Trove stand out quickly. Despite launching during the global pandemic, the brand sold out within just four months.
Ward’s vision for Trove goes beyond just selling products. “While our products are important, Trove is really about the memories inside them,” she said. “It could be a movie stub from a first date, a bottle cap from a special trip, or a piece of fine jewelry.” Trove’s philosophy is centered around preserving and showcasing personal stories, a concept now embodied in the brand’s first flagship store in New York’s West Village.
The new store, located at 301 West 4th Street, is a reflection of Trove’s ethos. Designed by Tali Roth in collaboration with Ward’s business partner and Away co-founder Jen Rubio, the 1,000-square-foot space brings the brand’s vision to life. “We wanted the store to feel like stepping inside one of our jewelry boxes,” said Ward. Lacquer, which looks stunning in photos, truly comes to life in person, making the store an immersive experience for visitors.
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