On Wednesday evening, Jennifer Fisher celebrated the opening of her new SoHo store with a cocktail soirée filled with her stylish friends. The beloved jewelry designer christened her new digs with fashionable faces including Wes Gordon, Tracy Anderson, Jason Wu,  Rebecca Minkoff, Stacey Bendet, Fern Mallis, and Lynn Yaeger to name just a few.

An extension of Fisher’s Beverly Hills Flagship, the new store is located in the heart of SoHo on West Broadway. It also marks the return to the neighborhood where her namesake label was born. “Having started my brand just a few steps away from this location, I wanted it to feel intrinsically connected to its roots yet symbolic to the world of Jennifer Fisher in its design,” says Fisher, Founder & Chief Creative Officer. “I’m so excited to return to the heart of where it all began.”

The 1,650-square foot space, designed in collaboration with Michelle Gerson, echoes Fisher’s sleek sense of personal style while drawing inspiration from both coasts. It is a perfect mix of the industrial edge of New York City and the minimalist aesthetic of Los Angeles. In true SoHo fashion, the store features exposed brick walls with other design elements like concrete flooring, contemporary Entler chandeliers, and matte Excalibur Marble slab details throughout.

Customers are greeted with Fisher’s most beloved pieces on display, from her cult-favorite hoops in all different sculptural shapes and sizes, to customizable fine jewelry. The new location is perfect for the brand’s star-studded client list, and will feature a VIP suite for private clientele shopping. Visit the new location at 400 W Broadway.