— and celebs such as Taylor Swift and Kaia Gerber — distinguishing itself with customizable pieces sold as something one buys for oneself.
So much so that FoundRae just opened its second Manhattan store — on Madison Avenue between 66th and 67th, no less — and it also has stores in Miami and Los Angeles. in 18k gold with an image of a lion holding a tiny diamond in its mouth or the $2,9000 “Spark love baby medallion” with a starburst and nine tiny diamonds. They can be mixed, matched and affixed to a variety of chains, such as a $13,500 oval link or $3,950 sister hook, both in 18k yellow gold, to create unique, meaningful pieces.
“It’s not the weight of the gold that we think that you’re really passing down to the next generation,” Hutchens said. “It’s the story behind it.”Beth Hutchens recently opened a second store in Manhattan on the Upper East Side. She joked her first store was near Canal Street where fake Gucci bags are sold but now she is near a real Gucci store.
Having access to the jewelry district — especially early on as Hutchens was putting designs together — was critical since it allowed her to make sure the finished product was turning out the way she had intended.