Wednesday, March 29, 2023

Velvet Box Jewels, a curated collection of classic and contemporary earrings, bracelets, rings and necklaces, has opened at Solène, 1438 Queen Anne Road, Teaneck. With colorful gems and sparkling diamonds, all set in 14k and 18k gold, Velvet Box has styles for women of all ages beginning at bat mitzvah age.

“I’m super passionate about jewelry,” said Rachel Amar, who is now the fourth generation of her family to be in the jewelry business. She follows bloggers, designers and companies, filtered through her well-honed sense of style, to pick items for her collection, and chooses pieces that will appeal to a variety of tastes. “I go to suppliers and trade shows to handpick the pieces I want.” The bat mitzvah collection includes initial necklaces that the girls always love.

Amar’s father, a jeweler in Montreal, helped her navigate suppliers, and her husband, Omri, who opened Solène four years ago, gave her support and encouragement to begin Velvet Box Jewels, a name she picked after consulting with friends and family. “Rachel does the hard work of sifting through tens of thousands of pieces,” Omri explained. “It’s easier to pick from a well-edited and curated collection.”

Amar knew she wanted to go into the jewelry business, but had a few things to accomplish first. She worked as a CPA for four years, developing business skills, and then had a baby. “I have been thinking about this for a year,” she said. “I wanted to do something to combine my creativity and business backgrounds. Now the baby is an age where I can begin to do my own thing.”

Fine jewelry is a natural fit in Solene’s, a boutique department store for women. “Our main focus is hats and accessories. We also have beauty products and now fine jewelry,” said Omri. “Our customers are looking for all these items and now we have them together.”

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