Austrian Jeweler Inadvertently Makes Madison Think About Whales

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Unfortunately-named jeweler Frey Wille has announced its arrival on Madison Avenue and 64th Street with a colorful poster. The Austrian brand, which specializes in enamel jewelry, is subleasing 727 Madison Avenue from Furla, which is merging its two Upper East Side stores into one. "Must be making some serious change to pull a prime spot so low on Madison," opines the tipster who sent us these photos.

· Austrian jeweler snatches bargain on Madison [Crain's]
· Frey Wille [Official Site]