Sauer, the Brazilian Fine Jewelry Brand, Launches New Store on Madison Avenue

Sauer: A Brazilian Fine Jewelry Brand Takes Root in the U.S.

Brazilian fine jewelry brand Sauer is making a significant move into the U.S. market with the opening of its flagship store at 800 Madison Avenue in New York City. This two-floor storefront is set to showcase Sauer’s unique gemstone pieces and exclusive collections, marking a new chapter for the more than 80-year-old family business.

A Legacy of Craftsmanship

Founded in 1941 by Jules Sauer, the brand has a rich history rooted in the art of jewelry making. Jules fled Europe during World War I and settled in Brazil, where he began working with precious gemstones such as emeralds, tourmalines, and amethyst. Over the decades, Sauer has developed unique carving techniques that continue to define its jewelry today. The brand’s commitment to craftsmanship and artistry has been passed down through generations, with co-chief executive officer Gabriel Andre Sauer and creative director Stephanie Wenk at the helm.

The Journey to New York

The decision to open a flagship store in the U.S. was a natural progression for Sauer, one that has been years in the making. “We have a clientele already in New York,” Gabriel Sauer explained. The brand began its operations in the U.S. during the pandemic in 2020, navigating the challenges of that tumultuous time. As restrictions eased, Sauer established partnerships with high-end retailers like Moda Operandi, Bergdorf Goodman, and Kirna Zabête, building a loyal customer base.

Choosing the Right Location

When it came to selecting a location for the flagship store, New York City emerged as the clear choice. Madison Avenue, known for its luxury shopping and as a tourist destination, was deemed the perfect spot. “We are not a mass production jeweler,” Sauer stated. “We are a niche jeweler, so we need to find the right niches.” The brand’s strategy is to take a measured approach to expansion, focusing on quality over quantity. This flagship store is the culmination of a four-year project, reflecting careful planning and consideration.

A Unique Store Experience

The design of the Madison Avenue storefront is a blend of Sauer’s Brazilian heritage and New York’s midcentury architectural aesthetic. The store features motifs and stones that are integral to Sauer’s core jewelry pieces, creating an inviting and immersive shopping experience. Customers can expect to find an exclusive New York City collection that includes necklaces, rings, bracelets, and earrings crafted from 18-karat gold, emeralds, malachite, aquamarine, and tourmaline, alongside pieces from the brand’s established collections like Ethos, Fungus, and Heritage.

Pricing and Customization

Sauer’s jewelry is positioned in a price range of $2,000 to $30,000, with bespoke high jewelry pieces available for clients seeking something truly unique. The brand emphasizes three core pillars in its collections: nature, art, and spirituality. Each piece is designed to communicate these themes, reflecting the brand’s commitment to meaningful craftsmanship.

Art as Inspiration

Art plays a significant role in the design process at Sauer. Stephanie Wenk draws inspiration from various artistic movements and has even established an art prize at the Armory Show in New York, aimed at supporting emerging artists. This connection to the art world not only enriches the brand’s aesthetic but also reinforces its commitment to creativity and innovation.

Future Aspirations

With the opening of the Madison Avenue store, Sauer joins its six existing locations in Brazil. However, the brand has no immediate plans for further expansion in the U.S. Gabriel Sauer emphasized the importance of focusing on the flagship store first, stating, “We believe that if we are successful here, it makes more sense to expand to more cities.” New York City, as a global tourist hub, serves as an ideal launchpad for the brand’s ambitions in the American market.

Conclusion

Sauer’s entry into the U.S. market represents not just a business expansion but a celebration of a rich heritage in fine jewelry. With its unique designs, commitment to craftsmanship, and a strong connection to art, Sauer is poised to make a lasting impression on the American luxury jewelry landscape. As the brand sets its roots in New York, it invites customers to experience the beauty and artistry that has defined its legacy for over eight decades.