FoundRae New York – 777 Madison Avenue, New York, NY 10065
FoundRae is opening a new venue on New York’s storied Madison Avenue. With a bold yet welcoming interior design, FoundRae’s second hometown location is a creative and personal expression of Founder and Creative Director Beth Hutchens’ vision.
“Before I ever set foot in the space, I had a feeling it would be FoundRae’s newest home, because of its auspicious address: 777,” says Beth. “Seven is my favorite number and has often appeared in my life as a sign that I’m on the right path.”
Each FoundRae venue features a signature emblem on the front entrance with a Crossed Arrows seal marking its “crossing of paths,” as well as a motif unique to that store. The seal for the new Madison Avenue location features Lion and Tiger symbols, as well as the address’s 777.
Diana Vreeland’s iconic Park Avenue apartment, located just a few blocks away, inspired the store’s unique design and vibrant red interior. The FoundRae space is a mix of a muted cinnabar red, a shade named for the faded stamp marks on centuries-old Japanese temple robes, and a scarlet hue used in FoundRae’s Strength tenet. These warm tones are paired with sophisticated deep walnut wood paneling and smooth camel leather.
The bookcase-lined walls boast an enviable, eclectic assortment of vintage and antique books and objects, curated by Beth over many years. Vignettes tucked between the shelves are lined in vibrant leather, showcasing ephemera and kaleidoscopes of FoundRae medallions. The brand’s signature hand-made, solid gold chains hang in a variety of lengths, links, and weights on wooden crescents, allowing guests to create a unique combination of chains, medallions and pendants to create a personal jewelry story.
An avowed Symbolist, Beth believes symbols pluck knowledge from the collective unconscious that resides within each one of us. FoundRae uses symbols as tools of self-discovery and self-intention, to express abstract ideas and unearth deeply held values, and to harness wisdom passed down through generations for the wearer.
Symbols are present throughout the Madison store, not just within the fine jewelry designs and collectible Vertu objects, but also evident on the pedestals, impressed into the cinnabar-hued cement, and hand-painted on the ceiling. There, the brand’s ten Tenets radiate out from a center of light; a visual map of the FoundRae ideology that inspires its collections. Objets d’art displayed throughout the space are a mix of 1970s brass figurines, Victorian collectibles, mid-century modern furniture, and neo-classical ormolu and milagros.