What a difference a few blocks can make. Take Paul Morelli, the renowned fine jewelry designer, for example.

Morelli, who had been operating a chic boutique on Madison Avenue and 72^nd Street, just relocated to a new expanded – and even chicer – space at 725 Madison Avenue, between 63rd and 64th Streets.

The new location is inspired by the brand’s theater heritage with a stage backdrop – it was founded in in Philadelphia Theater District – and reflects the ongoing evolution of the House of Paul Morelli. At 1,450 square feet, it’s almost double the size of the former unit, and a perfect showcase for signature Morelli collections, including his Meditation Bells, Unity, and Confetti.

Lacquered white wood, satin paint finished walls, light gray limestone floor tiles, and glass partitions with rice paper patterns add to the luxurious vibe of the space, which was designed by Labo Design Studio.

Morelli said, “In expanding our Madison Avenue store into a space that not only highlights our

jewelry creatively, but also feels inviting and light, we are stepping into a new evolution and interpretation of our brand. The homage to my theatrical roots intersects with my Italian heritage in some of the most natural yet unexpected ways throughout the space, and I am so happy to call this our new home in New York City.”

Principal Architect and Founder of Labo Design Studio Raffaella Bortoluzzi added, “When I saw the space, and knowing Paul’s roots, I immediately felt we needed to create a sort of a theatrical stage design: I remembered the ‘Teatro Olimpico’ in Vicenza by Palladio and its trompe-l’œil onstage scenery, designed by Vincenzo Camozzi, to give the appearance of long streets receding to a distant horizon. Here we have brought together the best of Italy and the best of New York to highlight what Paul and his team do best: create and sell beautifully handcrafted fine jewelry.”

Check it out!