Tiny Jewel Box builds its empire with a Connecticut Avenue expansion that welcomes even more sought-after bauble brands.
When Burberry decamped to CityCenterDC last year, leaving its flagship Connecticut and M Street location available, rumors swirled as to what brand might move into the historic space. As it turned out, curious shoppers needed only look next door. Tiny Jewel Box, the 85-year-old Washington institution, soon snapped up the building and announced an impressive 7,000-square-foot expansion.
Next month, the store with the iconic red awning unveils its new space and, with it, a host of exclusive jewelry and watch brands. “We had been busting out of our shell, which is amazing, because our current store is 12,500 square feet,” says Matthew Rosenheim, TJB’s third-generation president. “But I wanted more product space and to offer more brands, and we just couldn’t fit it in anymore.” In addition to TJB’s longtime lineup of classic brands like David Yurman and Marco Bicego, the expansion allows for brands that will be exclusive to TJB in DC, including industry icons Temple St. Clair and Paul Morelli, along with up-and-coming designers Marli, Spinelli Kilcollin, Lika Behar and Elizabeth Garvin.
Rosenheim is also welcoming several new watch brands to the store, including Cartier (which hasn’t been represented in DC in decades), Rolex and IWC. The expansion also ushers in a new look for the familiar store. The wall that separated the Burberry building and TJB was knocked down to create space for one open, glittering showroom floor (as opposed to TJB’s previous five-floor townhouse format). Clients, who will now enter the store at Connecticut Avenue and M Street, will notice a more contemporary aesthetic in the new space, but the intimate shopping experience for which TJB is known will remain via dedicated display and consultation areas. The store’s popular custom engagement ring section, for example, will offer even more privacy now with a bridal salon. “We’ll be able to offer an elevated shopping experience, along with all kinds of new products,” says Rosenheim of the expanded store. “The true luxury today is having something special and unique that’s not available everywhere. I can’t wait to share this creative endeavor with everyone in DC.” And we can’t wait to see it. 1155 Connecticut Ave. NW, 202.393.2747