Spanish jewelry company PDPaola is starting on its U.S. expansion with a New York City flagship and is looking at other cities including Dallas, Miami, and Los Angeles for additional locations.
The Barcelona-based brand opened its first boutique in the United States on Dec. 12—a 1,500-square-foot store at 346 Bleecker St. in Manhattan’s West Village.
U.S. consumers are aware of the brand through its website as well as its recent debut at department stores Nordstrom and Bloomingdale’s, said Jason McNary, who was appointed PDPaola CEO for U.S. operations a few months ago, in a statement. The long-term goal is to solidify PDPaola in the U.S. market, he added.
PDPaola has more than 60 stores internationally and is led by CEO Humbert Sasplugas. He and his sibling, Paola, founded the brand in 2015 and offer jewelry from entry-level fashion pieces to fine jewelry in 18k gold and lab-grown diamonds.
In a statement, Sasplugas said the U.S. market is one of the brand’s most strategic opportunities, driven by growing demand for accessible luxury and high-quality jewelry. The Bleecker Street store will showcase the brand’s latest drops and signature collections such as The Icons.
“This location will strengthen PDPaola’s international narrative, forging a closer connection between our brand identity and the U.S. market,” Sasplugas said in a statement. “Entering the U.S. represents a significant step in our brand’s international strategy, since the American market undoubtedly leads the global demand for fashion and luxury. For PDPaola, it is one of the markets where we see strong growth potential in the medium to long term.”
The store’s interior design is moody-sophisticated, and the brand says that is done with purpose to ensure the interior looks timeless and avoids fleeting trends. The resulting look is modern with earthy colors of brown, tan, terracotta, and white.
The furnishings lean toward a modern feel with chairs and couches with rounded curves. The jewelry is displayed in glass cases that seem to be a part of the desks or tables. The decor is minimal, leaning on sculptural elements like bare branches to keep the focus on the jewelry and atmosphere.
In an email interview with JCK, Sasplugas says the brand’s stores, including the New York City one, are designed to reflect its jewelry.
“This store capsule evokes an almost intangible, transcendent quality as if suspended in time or space,” Sasplugas says. “Its allure is subtle yet profound, making it feel both timeless and extraordinary. The shapes are intuitively designed to echo the natural curves and movements of the body.
“When customers step into the store, I want them to feel an immediate sense of calm and awe—as though they’ve entered a sanctuary that is both grounding and transcendent,” Sasplugas says. “The space should evoke a feeling of timeless elegance and connection, inviting them to explore at their own pace while appreciating the understated beauty around them. The first design elements I want customers to notice are the organic, flowing shapes and textures. These details should feel intuitive, almost as if the space is embracing them.”
PDPaola told WWD that it also is considering other U.S. locations like Dallas, Miami, and Los Angeles for upcoming boutiques.
“As a brand that has already a strong recognition in Europe, we saw that the U.S. market had a white space in the premium segment, especially after seeing that organically the brand was selling quite decent volumes without pushing the brand in any marketing initiative or anything,” Sasplugas told the online magazine. “We had data and signals that this market could be a very good opportunity for us.”
Top: PDPaola opened its first U.S. flagship boutique in New York City’s West Village in December (photos courtesy of PDPaola).
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