Trove, founded in 2020 by Hannah Ward, is more than a brand—it’s a concept that redefines how we store and treasure jewelry and keepsakes. With a background in brand marketing and a passion for collecting antique jewelry boxes, Ward recognized an opportunity in the market. “I was always looking for a gap, an underserviced market where there was a real need that I could put in motion,” Ward explained.
Trove’s hallmark lies in its use of lacquer—a material that bridges timeless tradition and contemporary design. The brand’s emphasis on craftsmanship and its unique positioning quickly set it apart. Despite launching amid the global pandemic, Trove experienced immediate success, selling out within four months.
The vision for the brand extends beyond the product itself. “While we are the main event in some respect, Trove is really just a backdrop to the pieces that go inside; it might be a movie stub from a first date, a bottle top from a beach holiday that you had in a faraway destination, or a piece of fine jewelry from an incredible designer. Trove is really a backdrop for those stories,” stated Ward. This ethos and vision of more than the box itself is shared at the heart of the brand’s first US flagship store in New York City’s West Village.
The NYC Trove Store
“Lacquer is a material that, while it looks incredible in print and online, in person, it really glows, and I think to see it in person is to understand the beauty,” stated Ward. The newly opened 301 West 4th Street store brings Trove’s distinctive concept to life. Designed by Tali Roth in collaboration with Ward’s business partner and previous Away co-founder, Jen Rubio, the 1,000-square-foot space is a physical manifestation of the brand’s identity. “We wanted the store to feel like the inside of our jewelry boxes,” Ward shared.
The boutique’s functional and immersive design offers visitors a curated experience. The space transitions from a bright, inviting entryway to a moody, luxurious atmosphere with olive velvet wallpaper and floor-to-ceiling glass cabinetry. At the store’s heart, a dramatic display features Trove’s signature lacquer boxes alongside jewelry from renowned designers like Tabayer, Sophie Keegan, Beck, and Natalia Pas.
Trove also introduced a “Designer in Residence” program, with Brazilian high jeweler Fernando Jorge as its inaugural participant. “The partnership came about in a very organic way. I was honored when they invited me to be the first designer in residence, and I immediately embraced the opportunity. I have been working on opening my first space in New York, and having this exposure in the West Village felt like a perfect complement to my growing presence in the city,” shared Jorge. His work is prominently displayed, offering customers an exclusive look at his creations.
The boutique also includes an exclusive lounge for private viewings, creating an intimate setting for clients to explore the pieces. In addition to Trove’s collection, the space features collectible design works and fine art from celebrated artists like Line Vautrin, Rachel Lancaster, and Sanam Khatibi, blending historical and contemporary craftsmanship.
What sets Trove’s concept apart is its focus on storytelling and community. The store hosts events like trunk shows, cocktail hours, and intimate dinners, fostering connections among customers, designers, and the local community. The store’s rotating displays keep the experience fresh and engaging. The “Designer in Residence” program changes every three to six weeks, highlighting new talent and offering customers a chance to discover emerging voices in jewelry design. “For some designers, this is their first retail outlet. It’s lovely to be able to showcase the pieces and give them a better backdrop,” Ward said.
The Road Ahead For Trove
While the store has only recently opened, it has sparked significant interest and increased sales. Visitors can see and touch the lacquer boxes, experiencing their quality and uniqueness firsthand.
Some other up-and-coming brands that have recently opened stores in the West Village include Bandit Running, a local NYC runners performance apparel brand, and Neom Wellbeing – a UK-based wellness company slowly gaining traction in the US market. Stores have become vital to how brands grow, especially in the early stages, as they aim to build more brand awareness.
As for the future of Trove, Wholesale remains a priority, with the brand focusing on partnerships that align with its values. Ward is optimistic but measured about the brand’s future in retail: “We’re excited to see where it goes, and we’ll be launching new products, but still within the same sort of value set that we have. With retail expansion, it’s too soon to consider more, but it definitely helps us tell the brand story,” shared Ward. For now, the store is intended as a test for building brand awareness and allowing customers to feel and touch the product, but success may lead to more locations in the future.
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