Jewelry brand Aurate opens two locations in New York based on data

Aurate is expanding its retail presence with two new stores in New York. According to an announcement from the direct-to-consumer fine jewelry brand, one of the locations is in Soho and the other on Madison Avenue.

The stores feature a three-room layout, made with female-owned and operated architecture team Alda Ly, and has installations to share more about the brand to its customers. The first highlights the raw materials used in Aurate’s jewelry, showcasing its ethically sourced stones. The second room provides insight into the New York-based craftsmen who make each piece by hand. The third room shares more about its customer, the Aurate woman.

According to the press release, Aurate has been using data-backed information in order to make decisions for their retail spaces. This new store concept is currently in beta testing, where data will be collected to help create and shape the finalized experience for its customers. Aurate will take note of how its customers move throughout the stores and interact with the virtual installations.