Marli New York has expanded its retail presence with the opening of a new flagship boutique on Madison Avenue in New York City. Located at 785 Madison Avenue, between East 66th and 67th Streets, the 2,418-square-foot store marks the brand’s second location in New York, alongside its existing boutique at Hudson Yards.

Founded in 2014 by Maral Artinian, Marli has steadily built a global presence with boutiques across Europe, the Middle East, and the United States. The newly opened flagship has been designed as more than just a retail destination, offering clients a space to engage more deeply with the brand’s jewellery collections and creative philosophy.

Speaking about the opening, Maral Artinian shared that the boutique was envisioned as a place where clients can experience meaningful interactions with the brand while encouraging creativity, discovery, and personal connection within the Marli universe.

Designed in collaboration with architectural firm Aranda\Lasch, the two-storey boutique reflects Marli’s signature aesthetic through custom-designed furnishings, warm interiors, and thoughtfully curated spaces that encourage conversation and exploration.

The boutique also pays tribute to New York City, a long-standing source of inspiration for Artinian’s designs. The interiors incorporate Indiana limestone sourced from the same quarries used for iconic landmarks such as the Rockefeller Center, the Empire State Building, and the Metropolitan Museum of Art.

Touches of teal, Marli’s signature colour, appear throughout the space, adding energy while reinforcing the brand’s modern identity.

One of the standout additions to the flagship is the redesigned M Lounge on the ground floor. Unlike traditional seated lounges seen in other Marli boutiques, the New York version has been reimagined as a more dynamic, studio-inspired environment featuring full-length mirrors that allow visitors to experience the jewellery in an immersive and interactive way.

The boutique also houses the exclusive Marli Club on the second floor — a private, light-filled sanctuary designed to create a more intimate luxury experience. At its centre is a handcrafted statement table created by Artinian in collaboration with New York-based designer Djivan Schapira, reflecting their shared Armenian heritage. The table features shifting blue tones accented by a gold pyramid centrepiece.

Artinian described the flagship as a reflection of the Marli spirit, where design, individuality, and emotion come together to create memorable and meaningful experiences for clients.

The new boutique showcases Marli’s signature collections including Cleo, Avenues, Tip-Top, and Empire, alongside the brand’s recently launched timepiece collection.

Artinian further noted that the Madison Avenue flagship represents a celebration of the city that has continually inspired the brand, while also offering visitors an opportunity to experience the artistry, discovery, and design philosophy that define Marli.