From West Village Gem to Uptown Icon: How Muse is Redefining Fine Jewelry at Nordstrom
In the heart of New York City, where the ceaseless energy of Broadway meets the sophisticated rhythm of 57th Street, a quiet revolution is taking place within the glittering halls of Nordstrom’s flagship store. Since June, a new kind of sparkle has captured the attention of the city’s most discerning jewelry lovers. This is the world of Muse, a meticulously curated shop-in-shop that has brought the intimate, art-forward soul of the West Village into the grand theater of Midtown Manhattan. For Jennifer Shanker, the visionary founder and creative director of Muse, this milestone is more than a retail expansion; she says it’s a dream, two decades in the making, finally coming to life.
“We made this move for a few big reasons, and so far, it feels like we’re moving in exactly the right direction,” Shanker shares, her voice filled with the palpable excitement of a successful launch. The partnership with Nordstrom is a bold statement in a world often dominated by heritage brands and traditional aesthetics. “It was a bold decision, and based on the early response—across sales, client crossover, and general excitement—we feel very good about it. It’s never been a more exciting time to do something meaningful, bold, and a little unexpected in the fine jewelry space.”
The Muse experience is now the cornerstone of Nordstrom’s celebrated jewelry hall, a vibrant and welcoming space designed for fun, discovery, and, above all, extraordinary jewelry. It’s an invitation to see fine jewelry not just as an investment, but as a form of personal expression, storytelling, and pure joy.
A Tale of Two Manhattans: Bridging Downtown Artistry with Uptown Elegance
To truly understand the significance of this opening, one must appreciate the beautiful contrast it represents. Muse was born and bred in the charming, cobblestoned streets of the West Village, a neighborhood synonymous with artistic freedom, bohemian chic, and intimate, discovery-led shopping. The original Muse boutique is a treasure trove, a destination where clients feel like they are stepping into a collector’s private salon, filled with unique jewelry and curated home décor that tell a story.
The Soul of Muse: A West Village Treasure Trove
For years, the Muse boutique has been a sanctuary for those seeking jewelry with a soul. Shanker built her brand by championing independent designers—artisans who pour their hearts into every piece. It’s a place where the “West Village swagger” isn’t about arrogance, but about the quiet confidence of unique design, thoughtful craftsmanship, and a point of view that stands apart from the mainstream. The experience is personal, the curation is tight, and the connection between the client, the designer, and the piece is paramount.
The Grand Stage: Nordstrom’s Iconic Flagship
In stark contrast stands the Nordstrom flagship at 225 West 57th Street. It is a modern cathedral of commerce, a seven-story behemoth dedicated to offering the best in fashion, beauty, and service on a monumental scale. Its jewelry hall is a polished, luminous space, traditionally home to some of the world’s most recognized and prestigious brands. Placing the eclectic, artist-driven world of Muse at its center is a strategic masterstroke by Nordstrom, signaling a deep understanding of the modern luxury consumer who craves authenticity and individuality as much as quality and prestige. The Muse shop-in-shop, therefore, acts as a bridge, connecting two distinct worlds and creating a powerful new destination for jewelry lovers city-wide.
The Grand Unveiling: A Resounding Success from Day One
The initial weeks since the June opening have been nothing short of spectacular, validating Shanker’s bold vision and Nordstrom’s faith in the partnership. The response has been immediate and enthusiastic, proving that the appetite for unique, designer-driven jewelry is stronger than ever.
“It’s been incredible,” Shanker reveals. “We’ve already sold pieces from 15 of the 20 brands we feature, and we’ve even had repeat customers returning to purchase more.”
A Symphony of Sales and Stories
This early success speaks volumes about the quality and diversity of the curation. The designers featured are not just names on a placard; they are artists with distinct voices. “The response to designers like Ten Thousand Things and Nakard has been especially exciting,” Shanker notes. This highlights the breadth of Muse’s appeal. Ten Thousand Things, a beloved New York brand, is known for its delicate, organic forms inspired by nature, often featuring luminous pearls and hand-finished metals that feel both ancient and modern. Nakard, on the other hand, captivates with its bold use of colorful enamel and architectural shapes, offering a vibrant, graphic statement.
For these pieces to resonate so quickly in a new environment demonstrates that customers are eager to discover and embrace design that feels personal and new. They are not just buying a necklace or a ring; they are buying a piece of artistry.
The Crossover Effect: A Bridge for Jewelry Lovers
One of the most rewarding outcomes has been the seamless blending of clientele, creating a new, unified community around Muse. “We’ve also seen a wonderful crossover,” Shanker explains. “Longtime Muse clients have visited us at Nordstrom, and new customers who discovered us uptown have since stopped by our West Village shop.”
This two-way street of discovery is the ultimate marker of success. It proves that the brand’s identity is strong enough to attract its loyal downtown base to a new uptown location, while simultaneously charming a new audience so thoroughly that they are compelled to make the pilgrimage downtown to experience the original boutique. It’s a dynamic flow of energy and excitement that enriches both locations.
More Than a Partnership: A Validation of a 20-Year Journey
For Shanker and her team, this moment is weighted with a significance that goes far beyond sales figures and foot traffic. It is the culmination of a two-decade-long mission.
“The entire team feels so proud,” Shanker reflects. “Muse is a small, mighty team, and this experience stretched us in ways we didn’t anticipate. It asked each of us to step up—creatively, strategically, you name it.” The process was a true labor of love, and seeing it come to life has been a profound experience. “Walking into the space for the first time was surreal to see all the ideas that had only existed in our heads materialize in tangible form… Every detail was touched by someone on our team, and that makes this moment feel even more meaningful. It’s not just a win for the brand, it’s a win for the team behind it.”
An Alignment of DNA: Championing Fun and Fabulous Jewelry
This partnership feels so right because it aligns perfectly with the core philosophy Muse has held from its inception. “We can’t emphasize enough how aligned this moment is with Muse’s DNA,” Shanker states. “Right now, fun, fabulous jewelry is trending, but we’ve been championing that attitude from the day we launched our wholesale business 20 years ago when jewelry was far more traditional.”
Muse was at the forefront of the movement away from staid, conventional jewelry and towards pieces that are playful, colorful, and expressive. This collaboration with a retail giant like Nordstrom provides an unprecedented platform for the independent designers Muse has always championed. “This partnership brings visibility to designers who deserve a larger platform, and it’s been incredibly rewarding to see that resonate with a new audience,” Shanker says.
The welcome from Nordstrom has been a crucial part of the equation. “The enthusiasm from their leadership, floor teams, personal shoppers, and sales associates has been palpable. We’ve felt at home since day one,” she adds. “There’s a shared energy between our brands that just clicks, and we’re loving how seamlessly Muse fits into their world.” And in a charming testament to the unexpected joys of the partnership, Shanker even discovered a surprisingly great lunch spot in the process. “Cheers to you, Wolf,” she says with a laugh, referring to the chic restaurant inside the store.
The Future is Bright (and Sparkling)
While the first month has been a whirlwind of success, Muse is only just getting started. “We’re only one month in, and we’re learning a ton,” Shanker says. “So far, no tweaks. But as we continue to learn, we’ll definitely make the adjustments that make sense for our customers and our designers.”
And, of course, a celebration is in order. “A party, of course!” she exclaims. “In September, we’ll be celebrating the launch, and then in October something charming and very Muse will be happening around then as well.” The future is filled with exciting plans to further animate the space and continue to delight their growing audience.
The arrival of Muse at Nordstrom is more than a new counter in a department store. It’s a landmark moment for the fine jewelry industry—a powerful statement that creativity, individuality, and storytelling are the new currency of luxury. It’s a meaningful win for Jennifer Shanker, for her incredible team, for the talented designers she represents, and for every customer who believes that the best jewelry tells a story—their own.
