MILAN — Italian jeweler Pasquale Bruni is opening its first North American flagship, a key step in the brand’s international expansion.

“North America has always been a key market for Pasquale Bruni,” said Eugenia Bruni, creative director of the brand and the daughter of the eponymous founder. “As we look ahead to expanding with corporate-owned boutiques in Miami and Los Angeles, we felt a strong desire to open our first North American flagship in New York. This marks an opportunity to set the tone and establish a meaningful foundation for our journey in the U.S., beginning in a city with unmatched global influence and home to our U.S. headquarters.”

The soft opening of “Casa Pasquale Bruni,” located at 789 Madison Avenue at East 67th Street, took place Friday and will be followed by an official celebration in early fall.

By the end of the year, in addition to the New York unit, Pasquale Bruni is expected to reach a total of 19 monobrand boutiques, including the existing directly operated stores in Milan and Rome, with additional flagship openings planned for Paris on Rue du Faubourg Saint-Honoré and London on Old Bond Street in September. By the end of 2026, the house’s franchised network will comprise 14 boutiques, including two in Kuwait and three in Saudi Arabia, alongside locations in Qatar, Paris, Prague and Tashkent, Uzbekistan, complemented by upcoming openings in Baku, Abu Dhabi and three in Dubai.

“As part of our North American five-year plan, we also anticipate opening partner boutiques in key U.S. cities, including Aspen, Las Vegas and Palm Beach,” Bruni said. “Looking ahead, one of the most exciting opportunities lies in continuing to strengthen our connection with the American client — a clientele that is both sophisticated and expressive, and increasingly drawn to jewelry that carries meaning and emotional resonance. At the same time, expanding thoughtfully while preserving the authenticity, craftsmanship and identity of the maison remains a key priority and, naturally, a challenge as we grow our global footprint.”

The company is marking its 65th anniversary this year. Founded in Valenza, the heart of Italian goldsmithing, the company remains fully family-owned and the founder holds the role of chief executive officer, while his son Daniele is co-CEO. Bruni said that 2025 revenue growth “exceeded expectations,” up 24 percent compared with 2024. “For 2026, we anticipate continued brand momentum,” forecasting a 19 percent increase.

The New York boutique covers 6,800 square feet across five floors, where Pasquale Bruni’s fine and high jewelry collections handcrafted in Italy are showcased within bespoke vitrines and display towers. The first two floors are dedicated to retail, including an intimate VIP salon, while a private showroom is on the third floor. The remaining levels are reserved for future development, telegraphing the house’s long-term commitment to the region.

“Every Pasquale Bruni boutique shares a common thread — a strong, enveloping soul that welcomes and engages all who enter. This energy is expressed through tactile, sensorial materials, as well as through color and light,” Bruni said. “Color thus becomes an emotional language: pink envelops you in warmth and memory, red pulses with passion and energy, while black marble grounds the space with depth, strength and an aura of protection.”

The palette is complemented by brushed gold metal finishes. “The forms remain organic and rooted in nature, yet become more essential and architectural, revealing a meeting of poetry and structure.”

On the ground floor, visible through the glass facade, the rose marble flooring is inlaid with the brand’s signature Bon Ton motif — a five-petal flower design — echoed above by a sculptural chandelier in the same silhouette, from which delicate pink floral petals descend, suspended at varying heights.

The third-floor showroom introduces green marble walls in Avocado Stone, a Brazilian marble in deep green tones, reflecting the brand’s connection to nature as a source of inspiration.  

“All of our boutiques are conceived as a Temple of Jewel — a space that embraces those who enter and reflects the essence of the jewelry itself, a true ‘home of the jewel’ designed to transmit emotion and mirror the soul of what we create,” Bruni said.

“At the same time, each boutique has its own identity. In New York, and in this space in particular, we immediately recognized a unique energy — its strength, vibrancy and beauty — and chose to honor it by conceiving it as a ‘Casa,’ a home: an intimate space that carries warmth, where one feels welcomed as part of a family.”

Bruni underscored she wished to create an “intimate, sensory, deeply emotional” atmosphere in the flagship that was conceived as the brand’s first townhouse and deeply rooted in the city’s architectural language. “A space where everyone feels welcomed and free to explore themselves through jewelry, where light, materials and color are designed to envelop, to embrace, to make you feel. Casa Pasquale Bruni unfolds as an intimate and immersive experience, not simply a boutique, but a home to be lived, discovered and experienced.”

Bruni addressed ongoing attention to “external factors such as fluctuations in the price of gold. While we monitor these closely, our focus remains on the intrinsic value of our creations — the design, the craftsmanship and the emotion they convey, all shaped around our clients’ needs, desires and aspirations.”

Asked to elaborate on the American customer, Bruni said that “in terms of interest, we continue to see strong and growing demand across all of our collections, including the introduction of our latest high jewelry collection, Rosina. Giardini Segreti remains especially appreciated by our collectors, while Petit Joli, Ton Joli, Petit Garden and Figlia dei Fiori have become natural choices for everyday wear.”

She described American clients as “incredibly multifaceted — immersing themselves in the Pasquale Bruni universe and effortlessly moving across all collections, from entry-level pieces to one-of-a-kind creations. There is a strong sense of freedom in how jewelry is chosen and worn, guided also by their instinct and personal expression.”

Responding to a question about whether products are designed exclusively for the U.S. market, Bruni said “we intentionally chose to begin by offering clients the full, coherent scope of Pasquale Bruni’s core collections within a single space. At the same time, we will introduce a curated selection of one-of-a-kind pieces, thoughtfully rotated for key, strategic moments throughout the year. These exceptional creations allow us to craft unique experiences for our American clients while preserving the global spirit and integrity of the maison.”