Marli’s New Boutique Channels New York’s Great Art Deco Landmarks 

Though entrepreneur Maral Artinian hails from a family with deep roots in the jewelry trade and has lived across the Middle East, Asia, and Europe, she ultimately settled in New York and founded jewelry house Marli there in 2014. The city’s unmistakable skyline, rich collection of Art Deco landmarks, and indomitable spirit continuously inform her creative vision, surfacing through the brand’s covetable lines of architecture-inspired jewelry. The Avenues collection translates Manhattan’s streetscape into geometric grids of gold and diamonds; Empire naturally evokes the Empire State Building, echoing the skyscraper’s silhouette and enduring glamour. 

When Artinian envisaged the brand’s second New York boutique, a flagship on Madison Avenue, she knew its interiors would need to evoke the city’s architectural legacy. “There’s something about the way New York builds, with boldness and precision in equal measure, that became the foundation of how I create,” she says. “The architecture doesn’t need to announce itself to command presence; that duality of strength and elegance lives in every Marli creation.” 

To realize that vision, she enlisted Aranda/Lasch, the award-winning architecture firm behind Marli boutiques in Geneva, Dubai, Riyadh, London, and Hudson Yards. They turned to creamy Indiana limestone, the same stone cladding the Empire State Building, the Metropolitan Museum of Art, the New York Public Library, and Rockefeller Center, sourcing it from the very quarries that supplied those landmarks. “We chose the material deliberately so the boutique would feel cut from the same architectural lineage as the city’s monuments,” explains co-founder Benjamin Aranda. “Art Deco is present in Marli’s jewelry, so it wasn’t imposed on the boutique, but drawn out of the brand.” He and partner Chris Lasch also developed a faceted geometry inspired by Art Deco that abstracts the Marli monogram.  

In the double-height foyer, corrugated planes of limestone rise from a triangular grid derived from the monogram. Aranda and Lasch extruded that pattern into prisms before carving away portions from each surface to create shifting pockets of light and shadow. “The result aligns with Art Deco’s vocabulary of rhythm, faceting, and vertical emphasis,” Aranda says, “but its underlying geometry is specific to Marli.” The same motif reappears in display vitrines, carpeting, and brass inlays, punctuated by accents in the brand’s signature teal.  

While the Madison Avenue flagship builds on the retail identity Aranda/Lasch established for the house, it also introduces new elements, including a reimagined M Lounge that replaces the traditional seated salon with a studio-like setting framed by full-length mirrors that allow visitors to view themselves wearing Marli’s jewelry from every angle. From the foyer, the interior gradually narrows before opening into a second double-height gallery beneath a skylight. Natural light spills across the limestone, drawing visitors deeper in as the atmosphere gently changes from the grandeur of Madison Avenue to the intimacy of a private salon.  

Upstairs, the Marli Club provides a secluded setting for private appointments. Soft seating surrounds a handcrafted table that Artinian created with New York designer Djivan Schapira, a fellow member of the Armenian diaspora. Swirls of blue ripple across its surface before converging at a lustrous gold pyramid that rises from the center. “We envisioned the club as an intimate and private creative space, designed for exploration and self-expression,” Artinian says. “Here, guests can discover the art of styling and make Marli their own. It’s about freedom, creativity, and the quiet confidence that comes from defining your own expression.”  

The boutique arrives at a pivotal moment for the brand. Over ten years after Artinian founded Marli in New York, the Madison Avenue flagship marks an ambitious new chapter fueled by an expanding global retail network, a growing presence on red carpets, and the introduction of the brand’s debut timepieces in the spring. Additional launches are planned throughout 2026.  

“Opening on Madison Avenue feels like a natural evolution,” Artinian says. “This space is where everything we have created comes to life in a new way. The mission has always been the same, and what this boutique represents is the depth of what that mission has grown into—and an invitation to experience it fully, personally, and authentically.”