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October 23, 2014

Paul Morelli Opens Madison Avenue Store

By Neharika Padala

Paul Morelli BoutiquePaul Morelli has been designing his eponymous line of made-in-America fine jewelry for over 30 years. Sought after by celebrity stylists and collected by discerning Bergdorf Goodman clientele, the brand first came to the attention of Bergdorf Fashion Director Dawn Mello and has remained the cornerstone of its jewelry department for over two decades.

Now, after years of being one of America’s best kept fine jewelry secrets, Paul Morelli is stepping into the spotlight with bold new collections, a new ad campaign and e-commerce platform, and a luxurious Madison Avenue boutique of his own.

The new Paul Morelli boutique will open this Fall on Madison Avenue at 72nd Street, a significant block for luxury retail. The 2,000 square foot boutique will be the brand’s first-ever free standing boutique, and will offer clientele a wide breadth of designs from Paul’s classic collections to his limited edition creations and bespoke design services. The boutique will boast a contemporary design featuring a palette of creamy whites, blackened steel and ebonized wood.

The ad campaign, designed in partnership with creative agency DMA United, is emblematic of American Luxury and the strong, independent women who are a continuous source of inspiration for Paul. The first ad in the five-image series reveals a woman’s forearm, her wrist stacked with Paul Morelli diamond bracelets and a magnificent emerald ring. She is cradling a tumbler of scotch, reveling in her own strength and independence. Through this series of ads, we can see that the Paul Morelli Woman creates her own definitions, makes her own choices. She knows what she wants and how to get it.

It is this spirit of independence coupled with the brand’s aesthetic that has garnered the attention of many high-profile evangelists from Audrey Hepburn to Sarah Jessica Parker. Just this Spring, Rihanna stunned at the 2014 CFDA Awards accessorizing her barely-there gown with a pair of gorgeous Paul Morelli moonstone and diamond earrings – a moment that will go down in fashion history – revealing another great example of the strong American woman that has helped define the brand.

The history of Paul Morelli jewelry is an American fairytale come true. As far back as late early 20th century Philadelphia, the Morelli Family established itself as one of the most renowned tailors and theater costume couturiers in the world. Leveraging the Morelli Family’s impressive network of craftsman, artisans and experts, Paul united his love for fashion, art history and sculpture to design and produce one-of-a-kind fine jewelry. In the late 1970’s, the family’s heir apparent Paul Morelli, opened his namesake business under the same roof as his family before him.

Handcrafted at the House of Paul Morelli in Philadelphia, PA, each piece of jewelry is intricately designed and hand-finished by Paul and his team of skilled artisans using many of the principles he learned observing his father – including the family’s uncompromising commitment to perfection – to create truly unique pieces of jewelry that combine his signature, playful and edgy aesthetic. Typically featuring a unique combination of precious metals, stone types and stone sizes, Paul’s pieces are further enhanced by his 3-dimensional approach to designing his jewelry. He views each piece of jewelry as a work of art to be appreciated from all perspectives, with the front facing side as equally exquisite to look upon as the skin side.

Paul Morelli fine jewelry is available at Bergdorf Goodman and other luxury retailers.

(Source: Paul Morelli)

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