Serena Uziyel Opens the Doors to Madison Avenue Boutique
Stephen Garner
Senior Editor
After quietly opening the doors to its second New York City store a few months ago, Serena Uziyel is ready to celebrate her new flagship on Madison Avenue.
And according to the Turkish designer, her presence in New York goes beyond just the store.
“[Our flagships] are refined expressions of the Serena Uziyel world, where guests are welcomed into a more intimate, immersive, 360-degree experience of the brand — one that evokes the essence of ancient craftsmanship and heritage and invites each visitor into the heart of the brand,” Serena Uziyel, founder and creative director of her eponymous label, told FN.
Located at 780 Madison Avenue, the 3,500-sq.-ft. space offers the designer’s signature collections, complemented by the introduction of the Catena accessory group — Introducing the latest evolution of Serena Uziyel’s Catena collection in honor of Women’s Day.
The company describes the collection as a “bold new range where craftsmanship, heritage, and modern elegance converge.” From day-to-night bags, belts, jewelry, to signature shoes crafted in new textures and hues, this drop “celebrates the fusion of strength and grace” that the Catena chain represents, the company noted.
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The store also showcases hero pieces from the Ariana and Lyra evening collections. Standout styles feature shimmering crystals, lustrous silk satins, metallic leathers and intricate gold detailing.
“I am beyond excited to bring my vision to life in this beautiful space on Madison Avenue,” Uziyel added. “New York has always been a source of inspiration for me and opening a flagship here is a dream come true. This store represents not just a place to shop, but a space where art, fashion, and culture come together to offer something truly special.”
The brand’s second New York store follows the May 2024 opening of the company’s first Manhattan location on SoHo’s Broome Street.
The Broome location marks a return to the city for Uziyel, who studied at Parsons School of Design before landing jobs at the likes of Moschino, Calvin Klein and Donna Karan. To be sure, the designer has zeroed in on that specific address for the brand’s retail debut as she once lived in the same neighborhood as a young student, she said at the time.
Last year’s opening was just the first step of a wider U.S. expansion of the accessories brand launched by the namesake Turkish designer in 2019. In February, the brand opened another U.S. boutique, this time in Boca Raton, Fla.
Before launching her namesake line, in 2015 Uziyel co-founded the Sanayi 313 label, which already showed her penchant for artisanal techniques and crafty embellishments. Prior to that, she spent two years in Spain for Zara International, after living in Italy to study shoes and bags at the Arsutoria School, where she met her mentor Giuseppe Joseph Amolo, a master shoemaker with decades of experience at Salvatore Ferragamo and Prada.
