Marli opens second Manhattan boutique on Madison Avenue

Marli has taken a bigger step onto Madison Avenue, opening its second Manhattan boutique at 785 Madison Avenue and using the address to sharpen a brand story that now stretches beyond fine jewelry into watches. At 2,418 square feet, the new store gives the 12-year-old label a more visible perch on one of New York’s most competitive luxury corridors, where location still signals whether a house is playing for traffic or for legacy.

Maral Artinian, Marli’s founder and creative director, has been blunt about why the move matters. A member of a multigenerational jewelry family, she said Madison Avenue is “the address that actually helps build a legacy brand.” She first considered the avenue in 2018, but at the time saw the neighborhood as less receptive to younger luxury names and chose Hudson Yards for Marli’s first Manhattan location instead. Now, she sees the corridor as more open to emerging players that want to graduate from niche recognition to broader status.

That positioning is reflected in the store itself. Designed with Aranda\Lasch, the boutique uses limestone surfaces, geometric lines and restrained teal accents to echo New York architecture while keeping the brand’s modern Art Deco language intact. Upstairs, Marli built a private, club-like hospitality space with lounge seating and a table by New York-based designer Djivan Schapira, a set-up that suggests appointment-only selling as much as walk-in retail. The Madison Avenue address also appears on the brand’s directory listing with hours from Monday through Saturday, 10 a.m. to 6 p.m., and Sunday, noon to 5 p.m.

The boutique opening lands alongside a second strategic move: Marli’s formal entry into watchmaking. On April 13, 2026, the company announced MARLI Timepieces, a line framed around the idea of “Motion and Measure” and positioned as a meeting point between New York energy and Swiss precision. Marli says the timepieces will be available globally for purchase soon, a sign that the brand wants the same client who buys its diamond jewelry to consider a watch as part of the same wardrobe.

That is the real commercial story here. Marli says it now has 16 locations worldwide, including boutiques in Geneva, Dubai, Riyadh and Harrods in London, but Madison Avenue gives the company a different kind of visibility: the kind that can turn a jewelry customer into a deeper-value client. For a brand founded in 2014 and built around New York’s energy, the move suggests a clear ambition, to stop being read as a promising newcomer and start being counted among the hard-luxury houses that define the city’s most important retail mile.