Foundrae Unveils Aspen Boutique, Blending Luxury With Storytelling

New York-based jewelry brand Foundrae has expanded its retail footprint with the opening of its eighth store, located in the cultural district of Aspen, Colorado. The boutique, situated at 520 E. Hyman Avenue, officially opened its doors on January 13th, marking the brand’s latest step in a period of thoughtful expansion.

A Design Rooted in Place and Story

Foundrae chose Aspen for its new location due to the town’s creative and cultural environment. The store’s interior design, conceived by Studio Lourdes, draws inspiration from a modern interpretation of a stately library, creating an intimate yet elevated atmosphere. The design incorporates earthy tones and tactile materials such as leather, brass, marble, and wood. Guests are greeted by green marble flooring inlaid with brass and a marquetry sunburst, leading to fresh green walls and a lacquered ceiling. Heritage oak flooring guides visitors past hand-blown sconces imprinted with Foundrae’s signature symbols and plush, jewel-toned velvet seating. Jewelry is displayed on leather-bound books and within sculptural burl wood cabinets, complemented by a marble counter showcasing candlesticks and objets d’art. Mohair and embossed leather walls add warmth and depth to the space.

Christina Magrans, founder of Studio Lourdes, noted that libraries are a natural fit for Foundrae, as storytelling is central to the brand’s ethos. The Aspen store concept, dubbed ‘Classic Library Reimagined,’ aims to support a slower, more intimate discovery process. ‘The layout encourages clients to move through the space in a way that feels personal and exploratory, with layered displays, varied fixture types, and moments that invite direct interaction with the jewelry,’ Magrans explained.

Symbolism and Discovery

Foundrae is renowned for its use of mythological and classical symbols, which founder Beth Hutchens aligns with the brand’s tenets of self-discovery and self-expression. The Aspen store immerses clients in Foundrae’s symbolic universe through various elements. Custom marquetry walls display tenet cards that explain the meaning behind the symbols, guiding visitors through the brand’s lexicon. Foundrae’s commitment to craft is further highlighted by a visible jeweler’s studio, allowing guests to observe the creation process. A whimsical touch can be found in a hidden cabinet displaying a miniature home, adding an element of surprise and delight.

Aspen’s local identity is also honored within the store’s design. Above the doorway, Aspen’s seal of crossed arrows featuring three horseshoes is displayed, reflecting the town’s blend of mountain mysticism and cultural sophistication, while the horseshoes pay homage to its Western heritage. These recurring symbolic details were crafted to create a space that feels deeply resonant and true to both Foundrae’s visual language and the Aspen setting.

Exclusive Offerings and Expansion Strategy

The Aspen boutique offers Foundrae’s full range of medallions, chains, rings, and bracelets. Notably, the store introduces the new ‘Aspen’ medallion, crafted from 18-karat yellow gold with diamond accents, retailing for $5,500 and available exclusively at this location. This launch follows Foundrae’s October opening in Palm Beach, indicating a strategic expansion focused on place, storytelling, and design.

Foundrae’s Aspen store is its seventh retail location, joining existing boutiques in Dallas, Miami, Los Angeles, and New York City, as well as a presence within Liberty London’s jewelry department. The brand’s first boutique opened in New York’s SoHo neighborhood in 2018, and each subsequent store has maintained a distinct expression while adhering to the brand's refined, collected, and artisanal quality.