Nak Armstrong is setting up shop in Austin, Texas. Located in the heart of the city’s SoCo district, the jewelry designer has officially opened his first flagship store as part of the new Soho House development.

The store encompasses the full range of Armstrong’s work, offering jewels designed when he launched his namesake collection alongside the newer venture, diffusion line Nakard. To bring his vision to life, he enlisted Ann Tucker and her team from Studio A Group to create a world that’s equal parts luxurious and approachable. The space is the perfect fit for the Texas-based designer to display his signature gemstone cuts and experimental metalworking techniques to a set of fashion-forward residents.

In honor of the occasion, we chatted with the CFDA member to get the inside scoop on his new shop.

Why was it important for you to open a physical retail location during this time?

After ten years of growing and building Nak Armstrong through our retail partners and online, I felt it was time for us to present our collections in their entirety in a space that was a physical articulation of the brand. While Bergdorf Goodman and our other retail partners do a beautiful job of representing the brand, I wanted a 360-degree experience for the client – a place where I could see their response to the collection, and where I could collaborate with them on custom pieces for their own personal collections.

Can you describe the overall aesthetic and feel of your store?

Much of the store’s design inspiration was drawn from a visit my partner Walter and I made to Milan. The trip, which instilled a love for the city’s mid-century Brutalist architecture and its unique use of muted jewel tones, left me energized to begin to work on the space. A Milanese aesthetic is echoed throughout the store, from the mosaic floor made of marble, slate, and terracotta (which is a nod to Austin’s Latin American influence) to velvet trimming in sphene, the brand’s signature color.

Why did you choose this location? What attracted you to this neighborhood?

We chose Austin as it’s not only where we’re based and a significant component of our customer base, but it’s a fast-growing, dynamic luxury market where people appreciate art, design, and a fresh way of doing things. I also think the city is going through a massive transition from a regional to an international destination. We’re seeing clients from all over the world, which in turn has expanded our brand’s reach to a global market.

We chose the SOCO district of Austin because it is a burgeoning high street with a unique mix of local and international retailers and hotels. It’s uniquely Austin, but is attracting luxury giants like Hermès as well.

How would you describe your customer?

She is someone who desires the unexpected. My customers want a mix of the unconventional and timeless, and generally are collectors of all kinds of jewelry. Therefore, they tend to respond to something they haven’t seen before or that is a fresh take on a classic.

Upon opening the store, I’ve been surprised to discover how much our clients study the pieces before purchasing. They’ve done their research. It’s given me a new sense of responsibility as a designer to give them the most thoughtful pieces I can at the highest quality, since I know just how much they appreciate the work that goes into them.

What are some of your favorite designers, products, and elements from the store?

I particularly love the large free-floating room in the front of the space that is covered in sphene-colored velvet that among other things, houses a small service bar and provides a big reveal for the clients as they transition from the entrance to the main display cases in the center of the store. Every surface, from the pink and grey marble wall to the mosaic floors and the lacquered green cabinetry, reflects the motifs and colors of the jewelry. Floor-to-ceiling windows flank the front and back of the store, providing incredible light and a sunny spot for lounge seating where linen drapes frame one side and a massive 10’ succulent anchors the other.

The store has allowed me to see the collection in its entirety and that has spurred the development of new pieces based on what I felt was missing for my clients. Those include the Sea Anemone earrings in emerald, diamond, and Ethiopian opal in 20-karat rose gold and an aquamarine and cognac spinel lariat in 18-karat yellow. We’ve also expanded our diamond offerings based upon the huge reaction to our diamond ear cuffs and ruched wrapped rings.

What do you love about fashion retail?

If done right, there really is no virtual substitute for the immersive experience of a brick-and-mortar store. You can communicate more fully the ethos of the brand and the full range of product offerings in a physical setting than on a website or through social media. We hear over and over from visitors how the store broadens their understanding of the brand.

I love the seeing the reaction of the clients when they feel and try on the pieces and to share my design process and inspiration. Ultimately, we’re in a tactile industry.

And right now, I think everyone is looking for a way to experience the glamour and luxury of fashion and jewelry retailing in a modern and approachable way.