The Item Has It In Soho

– MAY 24, 2011

Downtown Magazine

Soho jewelry boutique, Item New York,  attests to both its unique business model and unique jewelry collection, for their neighborhood and international success in the year-and-a-half since opening its doors.

Owner and jewelry buyer of Item New York, Boaz Sade, named his store Item after the gallery quality of the boutique, which displays it’s jewelry by highlighting its pieces, or items, rather than showcasing its designers.

The name Item New York also stems from Sade’s strongest desire that his customers find an item in the store that they connect with.

“I want to see someone come in and say, “That’s mine,”” Sade said.

Sade accredits his stores success in part with his sincere, organic, internal experience with his jewelry selections.

“I use intuition in choosing piece. I wanted to bring a good variety of pieces that speak to me, that I know will speak to someone else. If I can connect to a piece, I’m sure someone else can connect to it too.” said Sade. 

Ignoring all forecasted trends, Sade takes pride in the fact that his carefully selected pieces have “No relevance to time.”

“We fill a category with something different,” Sade said. “I find people coming in here finding unique pieces, and that’s attraction to our store.”

With new pieces every week from various sources including local designers and even finds from the Middle East, the coherent look of the store surprises.

“I’m not trying to create a certain look, it’s interesting that everything I bring in and display ends up being really organic and works together” Sade said.

Inside Item New York’s jewelry display cases, the diverse items work ascetically well together, while at the same time, offer a variety, which serve every type of woman shopper.

creating a welcoming and relaxing environment.

“When someone comes in, for me, my goal is to make sure the experience is the right experience,” Sade said. “I want this to be a long term project for me.”

Finding success in an artistic approach to merchandising, an emphasis on customer service, and promotion of environment, the opening of a second store, as well as burgeoning Item NY’s online business, poses great potential for the future to come.

With a noted clientele from around the world Item New York also caters to its local audience.

“I have my regulars that call me saying, ‘it’s my girlfriend’s birthday tomorrow, she loves your store and has been their several times. Can you just pick something for me?’ Having that type of relationship with your customers is something so valuable that I feel most jewelry boutiques are missing” stated Sade

Other ties to the city include close work with TV shows, White Collar and Law & Order.

Sade credits one factor to his success “This is what I love to do. It’s my playground and there is no philosophy aside from I’m connected to what I do and I love it,” said Sade

From the plentiful offerings of long delicate bead strands that people love for layering, to the classic teardrop earring, every item at Item New York is one that will never go out of style.

-Vanessa Voigt

Instant Fix: Item NY

444 Broome Street, Soho, NY 10013

Online at www.itemNY.com