Editor’s Note
**Editor’s Note:** This article has been edited for clarity and length.
Guzema Invests in Community at New SoHo Boutique
By Karen Dybis | July 16, 2026
Guzema’s owners see the Ukrainian brand’s first U.S. boutique not only as a destination for fine jewelry but as a place for people to gather for good tea, good books, and a community-centric experience.
The 1,100-square-foot boutique at 112 Wooster St. in New York City’s SoHo neighborhood held a grand-opening party Wednesday.
Guzema opens this first store outside the Kyiv area as it is celebrating its 10-year anniversary. Lenha and former fashion editor Valeriya Guzema launched the brand in 2016 and have three boutiques in and around Kyiv.
Jewelry shoppers and browsers can step away from NYC’s often hectic street scene into the new Guzema boutique.
Some people visit the Kyiv stores for tea, coffee, and conversation as much as they do to buy fine jewelry, according to Lenha and Guzema. Clients and even strangers may wander in just to get away from the noise and chaos in the streets (Ukraine has been at war since Russian forces invaded the country in February 2022).
Guzema and Lenha wish to serve the SoHo neighborhood in a similar way. People who come inside the new store can enjoy respite from a busy, rushed city, and they’re welcome to sit down, chat with client advisers, and learn more about the brand.
Guzema describes her brand’s jewelry as “refined minimalism.” It features delicate diamonds, sculptural silhouettes, and signature collections such as Flats and Orbs, which are highlighted throughout the SoHo boutique.
A warm gray palette and furnishings with soft curves make the SoHo boutique feel homey and welcoming, Guzema’s owners say.
For the new store, architect and interior designer Victoria Yakusha used a nearly monochromatic palette, anchored by soft gray tones. The color scheme is meant to be calming and elegant, Guzema says. It doesn’t distract from people’s eyes moving freely around the space, allowing the jewelry to provide sparkle and shine.
Decor highlights include furniture and lighting from Yahusha’s design collection, Faina, as well as contemporary art on the walls. Guzema calls the store’s hand-sculpted custom displays “vessels” and says they showcase the jewelry as if it were artwork.
She is keeping some of her favorite books—jewelry-related and other titles she’s enjoyed—in the SoHo boutique for clients to look through. The shop also has a small VIP room for private consultations.
Top: Guzema’s first U.S. store is located in the heart of SoHo, on Wooster Street between Prince and Spring streets in Manhattan. (Photos courtesy of Guzema)