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Storecasting: British Jeweler Makes It Madison

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[H&M x Solange image via Frozentoy]

Close your eyes for a moment and re-imagine yourself shopping in H&M during holiday 2005. Stella McCartney's collection had just flown off the racks and H&M was looking to keep up the momentum through Christmas shopping, and so they introduced a jewelry collaboration with British it-girl and former creative director of Boucheron, Solange Azagury-Partridge. Her stacks of smokey plastic gift boxes filled with deep red and carbon-color trinkets filled a corner of the lingerie department at H&M and stayed there right through to a clearance.

Now three years later, Solange is finally making herself known on this side of the ocean (probably one reason why her H&M collection didn't sell back in 2005). Taking over the old Chatila jewelry space at 809 Madison Avenue and East 67th Street, Solange will be bringing her outsider's view of the gem biz to ruffle the feathers of the oldies up on Madison. No word yet on opening date, but you know how these transoceanic deals work; we're guessing spring 2009.
· Solange Azagury-Partridge [Official Site]
· Madison Avenue Jewelers Play Hopscotch [Racked]