Spanish jewelry brand PDPaola is embarking on its U.S. expansion with the opening of its first boutique in New York City, with plans for further locations in cities like Dallas, Miami, and Los Angeles. The brand, based in Barcelona, launched its U.S. flagship on December 12 with a 1,500-square-foot store at 346 Bleecker St. in Manhattan's West Village.
The brand has already caught the attention of U.S. consumers through its website and recent retail presence at Nordstrom and Bloomingdale's, according to Jason McNary, who was appointed as PDPaola’s CEO for U.S. operations. The long-term goal is to firmly establish the brand in the U.S. market.
The new PDPaola boutique features earth tones and minimalist, almost hidden, jewelry displays, creating a moody and atmospheric environment. The store's design exudes sophistication, with an interior that blends modern and organic elements. Soft hues of brown, tan, terracotta, and white dominate the space, alongside sculptural elements like bare branches that enhance the focus on the jewelry.
PDPaola, founded in 2015 by Humbert and Paola Sasplugas, offers a wide range of jewelry, from entry-level fashion pieces to fine jewelry made of 18k gold and lab-grown diamonds. The brand is focusing on the growing demand for accessible luxury and high-quality jewelry in the U.S., which it sees as a key market for future growth.
In a statement, Humbert Sasplugas said, “The U.S. market is one of our most strategic opportunities. The Bleecker Street store will showcase our latest collections, including The Icons, and will serve as a gateway to stronger connections between our brand and the U.S. market."
The store's ambiance, designed to evoke timeless elegance, creates a sense of calm and transcendence for visitors. Sasplugas emphasized that the design elements—intuitive shapes and textures—should feel welcoming, almost as if the space itself is embracing customers.
With the brand already enjoying recognition in Europe, PDPaola sees significant potential in the U.S. market, having observed strong sales without major marketing efforts. The New York flagship is just the beginning of the brand's U.S. expansion.