MARLI New York is expanding its retail presence with a 2,418- square-foot flagship boutique on Madison Avenue. Opening this month, the dynamic space will serve as a landmark destination that deepens clients’ connection to MARLI and the artistic vision of its founder and creative director, Maral Artinian.
Leading MARLI’s portfolio of 16 locations worldwide, the new flagship marks the brand’s second Manhattan destination, inviting clients to experience the MARLI universe in a bridge between thoughtfully designed architecture and an intimate retail setting.
Maral Artinian said: “The flagship is more than a boutique; it’s an embodiment of the MARLI spirit, a space where design, emotion, and individuality come together to create meaningful experiences.” She continues, “Engaging with our global community in such a personal way invites new forms of connection and creativity, those are the moments that make the MARLI experience truly unforgettable. ”
“We envisioned the club as an intimate and private creative space, designed for exploration and self-expression. Here, guests can discover the art of styling and make MARLI their own. It’s about freedom, creativity, and the quiet confidence that comes from defining your own expression.” - Maral Artinian
The reigning aesthetic of the flagship is modern Art Deco. The era has influenced the contemporary, yet timeless look and feel of many MARLI fine jewelry collections, including Cleo, a bold expression of empowerment, timeless femininity, and architectural elegance that has become an icon of the brand. This collection, alongside other signature MARLI designs including Avenues, Tip-Top and EMPIRE, are on display inside the boutique as well as the brand’s newly launched timepieces. The heartbeat of New York City, one of Maral's eternal sources of inspiration, is omnipresent in the Madison Avenue location, from skyline-inspired spatial compositions to an abundance of Indiana limestone, a material sourced from the same quarries worked by the family that designed Rockefeller Center and used in the facades of the Empire State Building, the MET, the NYC Public Library, among other city landmarks. Meanwhile, strategically placed pops of teal—MARLI’s signature color—guide the eye and energize the space, reinforcing the brand’s modern, confident identity. Maral collaborated with the prestigious architectural firm Aranda\Lasch to envision the flagship’s interior concepts, perfecting a design language established at MARLI’s boutiques in Geneva, Dubai, Riyadh, and Harrods in London. The firm also designed the brand’s Hudson Yards flagship as well as several other boutiques worldwide.
“We can’t wait to welcome everyone to the MARLI universe on Madison Avenue, in the city that inspired it all. We are deeply grateful to the team who brought this vision to life. This flagship invites our community to experience the art of design and the emotion of discovery that have always been at the heart of MARLI.” - Maral Artinian
The Madison Avenue flagship introduces a new iteration of the signature M Lounge on the ground floor. A departure from the traditional seated lounges found in other MARLI boutiques, this space is reimagined for New York as a dynamic, studio-like environment. Framed by full-length mirrors, it invites guests to experience the brand’s most exceptional jewelry in their own reflection, capturing the high-energy spirit of the city. To enhance the intimacy of the experience, the flagship features the MARLI Club, a light- drenched private sanctuary on the second floor offering soft seating and thoughtful hospitality. Centering the club is a handcrafted table designed by Maral in collaboration with New York–based bespoke designer Djivan Schapira, who shares her Armenian heritage. The table features shifting shades of blue that play with the light, finished with a gold pyramid at its center. This personalized setting fosters a sense of inspiration and individuality, acting as both a quiet retreat and a source of energy to match one’s mood. Every detail, from the texture of the fabrics to the play of light on gold and stone, is meant to celebrate connection, individuality, and the meaningful, unforgettable experiences that make MARLI more than jewelry. While the flagship represents the apex of MARLI’s successful 10-year ascent in the fine jewelry space, it also signals its next phase of growth. A decade of strategic evolution, growing global recognition, and a devoted celebrity following has established MARLI as a powerful, passionate, and visionary presence in modern fine jewelry and on the high-style red carpet. Building on this momentum, the Madison Avenue flagship marks a key milestone as the brand has several major launches in 2026, including MARLI timepieces that debuted last month.
The pyramid tapisserie dial
Across all three references, the collection is defined by a single element: a three-dimensional pyramid tapisserie dial that translates MARLI's most iconic motif from the jeweler's bench to the face of a timepiece.
Each dial is machined from solid natural mother-of-pearl – a soft organic material with a Mohs hardness of between 3 and 4 on the scale that runs from talc to diamond – and carved into a field of perfectly formed three-dimensional pyramids with crisp edges, precise geometry, and consistent depth across the entire surface. Achieving pyramids with sharp, repeating, light-catching angles in this material, at dial scale and to watchmaking tolerances, required the development of a complete suite of bespoke industrial tooling. Three years of research and development. The details of this process remain closely guarded.
As the light changes, so does the surface: the pyramids catch and release it differently at every angle, so that the face of the timepiece is never the same twice. Hand heights have been slightly raised throughout the collection to preserve the sense of depth, ensuring the three-dimensional effect remains visible beneath the hands at all times.
The pyramid motif extends beyond the dial to the crown – set with four diamonds, shaped as a miniature pyramid on every reference – and, on the L35, to the rubber strap itself, embossed in relief with the same pattern. For the L35's colored versions, mother-of-pearl is deposited onto a brass plate previously lacquered in color; the anthracite shade employs black mother-of-pearl.
The Brand and Its Foundations
MARLI New York was born from the belief that fine jewelry is a language, and everyone deserves to speak it on their own terms. In 2014, Founder Maral Artinian had a vision: to set clients free from convention with creations that transcend adornment, and to honor individuality in all its forms.
The design language that grew from this vision is immediate and consistent:
clean geometry, angular forms, a visual vocabulary rooted in architectural precision. These are not aesthetic choices made in isolation – they are the expression of a way of thinking about objects, about how they are read, and about what it means for something to feel both strong and effortless on the body. New York, where MARLI was founded, gave this instinct its sharpest edge: a city whose confidence and clarity of line are present in everything the brand makes.
MARLI's pieces are architectural in spirit, but they are made to move through real life. They are designed to be stacked, layered, worn without ceremony – to become part of the daily gesture rather than interrupt it. That ease is not accidental: it is the result of a design process that begins with the wearer, and a manufacturing standard that ensures nothing is compromised in the making.
Foundations: Craft. Expertise. No Compromises.
MARLI has always been more than a creative proposition. Behind it stands the Artinian Group – a vertically integrated luxury group founded and led by Arto Artinian (Chairman & CEO) and Saro Artinian (President & COO), with close to three decades of experience in jewelry design, manufacturing, and diamond trading. It is this foundation – deep expertise, integrated manufacturing, and an approach to materials that admits no compromise – that has allowed MARLI to evolve as it has.
The group operates three centers of expertise. In Antwerp, a diamond trading office ensures full control over the quality and provenance of every stone – from the smallest melee diamond to the most exceptional solitaire. No stone is purchased without first being seen, touched, and understood. In Bangkok, an atelier of 800 artisans produces the jewelry and high jewelry creations of the group's brands, supported by the Artinian Atelier Academy – a specialist training program built around a rigorous Learn–Practice–Work curriculum of 1,000 hours. And in Le Locle – the historic cradle of Swiss watchmaking and a UNESCO World Heritage site – MARLI's own manufacture, PreciTech SA, brings the same standards of precision and uncompromising finish to the architecture of the timepiece that the group has long applied to the architecture of the jewel.
Made in Le LocleSince the nineteenth century, Le Locle has been one of the historic centers of the Swiss watch industry. The town's very urban fabric was shaped by the demands of the craft: its streets are wide, designed to maximize sunlight; its buildings feature large windows to bring natural light to the watchmakers assembling minuscule components at their benches. This unique urban architecture has earned Le Locle a place on the UNESCO World Heritage List. It is here that MARLI has its manufacture.With the sole exception of the Swiss movements, every component of every MARLI timepiece is produced at PreciTech SA in Le Locle. Bridges, plates, gear trains, clasps, pushers, lugs, case fittings, middle cases, inner and outer bezels, casebacks, crowns, screws, oscillating weights, metal bracelet elements, inserts. Every finishing operation: polishing, satin finishing, microbead blasting, straight-graining. A dedicated team handles the assembly and welding of metal bracelet components; another is devoted to gem-setting. After passing through every stage of production and decoration, each MARLI timepiece is cased up, then inspected and certified at the manufacture before leaving Le Locle.MARLI’s manufacture – four buildings, 6,000 m², in the heart of Le Locle – occupies the former production facilities of Renaud Papi.