Editor’s Note
This article details the strategic expansion of the Spanish jewelry firm Suárez on Madrid’s famed Serrano Street, marking a significant milestone with the opening of its second boutique in this luxury enclave.
The jewelry firm Suárez, owned by the Spanish group of the same name, has established itself in Madrid’s most prestigious shopping area, the iconic Serrano Street, with the inauguration of its second boutique this March. The new establishment, located at number 42, joins the existing one at number 63 on this luxury commercial artery. It takes over a corner space previously occupied by the group’s younger jewelry brand, Aristocrazy, and has been completely redesigned for the occasion by the Parisian interior design studio trusted by the house, the prestigious Bruno Moinard. Moinard, who had already designed other projects for the family, is also the creator of the famous closing grilles of the house, which he has now applied to screens throughout the commercial space of the boutique.
This opening has involved several months of renovations and represents an important milestone in the firm’s history. The presence of the brand in such a prime location during a period of booming high-end consumption reflects the firm’s high expectations. It not only signifies a renewed commitment to the Madrid clientele but also a strategic move to attract an international public that increasingly sees the capital as one of Europe’s most important shopping hubs.
The strategic importance of the store is emphasized not only by its extraordinary location but also by an interior with different ambiances, created through varying heights, materials, and lighting, allowing the customer to discover the complete universe of Suárez. The store redefines the shopping experience and incorporates services such as personalization, adjustments, maintenance, repair, or engraving of pieces. In the basement, the firm has set up a cozy living room where premium clients can enjoy their acquired pieces in a space specifically conceived for this purpose.
Furthermore, the store features a specific area showcasing the iconic Suárez pearls, one of the house’s major bets since the 1980s, a decade in which they became the only jewelers in the world with access to private pearl auctions in Asia.
Situated next to a Unode50 space and sharing the spotlight in the area with brands like Zara, Lululemon, Lacoste, or Adolfo Domínguez, Suárez is a true flagship of Spanish jewelry, occupying the place it deserves in the capital’s golden mile.
