Amsterdam Sauer
A Madison Avenue Flagship Years in the Making
Some connections are decades in the making.
During my college years as an exchange student in Rio de Janeiro, I lived in Ipanema near the Amsterdam Sauer flagship.
The stores Bauhaus signage and it’s modernist interiors left a lasting impression that would resurface years later when -
Amsterdam Sauer, recognized as one of Brazil's most prestigious jewelers, was ready to establish its own flagship in New York. Having already built a following through high-end retailers like Moda Operandi, the brand sought to join the exclusive cluster of boutique fine jewelers on Madison Avenue, a strategic move to position themselves alongside peers while standing apart from the megabrands of Fifth Avenue.
Recalling the brand's powerful identity from my time in Rio, I knew we could find them a space that matched their unique heritage—a story of European immigrants in Brazil, a gemologist founder, and the discovery of the country's largest emerald mine.
We secured 800 Madison Avenue, previously the longtime home of legendary British bootmaker John Lobb. The space possessed the balanced elegance and proportions befitting a high-end jeweler: a double-height facade offering vertical presence, two large display windows framing a discreet entrance, and a second-floor lounge and sales area with commanding views of the Avenue. It was a location that conveyed prestige and exclusivity.
The store opened in Fall 2024, timed perfectly with the brand's participation in the Armory Show and New York Fashion Week. From a fleeting memory on a bus in Ipanema to a flagship on Madison Avenue, it was a testament to the enduring power of a strong brand identity and the perfect real estate to bring it to life.
SECTOR: RETAIL
CITY: NEW YORK
NEIGHBORHOODS: UPPER EAST SIDE
ADDRESS: 800 Madison Avenue (between 67th & 68th)
FEATURES: Double-height facade, second-floor lounge with Avenue views, balanced storefront with dual display windows
OPENING: Fall 2024
Photos courtesy of Amsterdam Sauer