Guzema Fine Jewelry Marks 10 Years with First U.S. Boutique in NYC's SoHo

A New Chapter in New York

Ukrainian fine jewelry house Guzema is celebrating a decade in business and a significant milestone with the opening of its first United States boutique. Located at 112 Wooster Street in New York City's SoHo neighborhood, the store officially opened its doors on July 15, 2026. This expansion marks a new chapter for the brand, which was founded in Kyiv in 2016 by former fashion editor Valeriya Guzema.

Guzema has become known for its refined minimalism and modern fine jewelry, characterized by delicate diamond essentials, sculptural silhouettes, and signature collections like Flats and Orbs. The brand aims to create timeless pieces that become a natural extension of the wearer.

From Kyiv to SoHo: A Decade of Resilience and Growth

Valeriya Guzema transitioned from a six-year career in fashion journalism to jewelry design, driven by a desire to express Ukrainian femininity and symbolism through geometric shapes. She found that the designs she envisioned were not readily available in the market, inspiring her to create her first collection. Initially, Guzema did not anticipate the brand's rapid growth into an international business.

The brand's journey has been marked by resilience, particularly in the face of the Russia-Ukraine War. Since 2022, Guzema has strengthened its international presence. Three years ago, it established a U.S. base for its global headquarters, now led by co-owner and CEO Mariana Lenha. The war has profoundly influenced Guzema's designs, leading to a deeper exploration of Ukrainian history, culture, and symbolism. Collections like the 'Freedom' pendant, with proceeds donated to the Guzema Foundation, and pieces inspired by Ukrainian artist Heorhiy Narbut and fairy tales, highlight this connection.

Lenha emphasized the importance of physical retail for building brand recognition in the crowded U.S. market. 'We believe we can only tell our story when people try the jewelry,' she stated. 'Buying a new brand online in the U.S. market, where there is such a huge supply, is very difficult. The best way to understand is to come to the store.' The SoHo boutique is designed not just as a retail space but as a destination for private clients, a working headquarters, and a complete physical expression of the brand's philosophy.

A Sculptural Retail Experience

The 1,100-square-foot SoHo boutique was designed in collaboration with Ukrainian architect and designer Victoria Yakusha of Yakusha Studio. The space embodies the brand's minimalistic elegance, featuring soft gray tones and a nearly monochromatic palette. Yakusha’s 'Faina' collection of furniture, lighting, and décor, along with bespoke works by contemporary artisans, punctuate the interior. The jewelry is presented on custom hand-sculpted vessels, transforming displays into artworks and inviting a sense of discovery.

'To see GUZEMA find a home in New York is both surreal and deeply emotional,' said Valeriya Guzema. 'Ten years ago, I began this journey with a desire to create jewelry that speaks quietly yet stays with you for a lifetime. To celebrate this anniversary by opening our first American boutique in one of the world's most inspiring cities feels like the beginning of another beautiful chapter.'

Mariana Lenha added, 'New York has become an important home for GUZEMA and a natural place to continue building our future. Opening our first US boutique is the culmination of years of thoughtful expansion and the extraordinary work of our entire team.'

Evolution and Future Vision

Guzema's design philosophy has evolved, initially focusing on everyday fine jewelry. However, customer demand has led the brand to increasingly incorporate diamonds, bridal pieces, and larger stones. Prices now range from $470 to over $40,000. The brand is exploring how to stretch into a broader luxury proposition while retaining its signature restraint. Even its bridal jewelry features subtle details, such as a small gold heart concealed inside certain bands.

Ukrainian production remains central to Guzema's operations, though international expansion has necessitated developing manufacturing relationships in Italy and the U.S. The founders aim for Guzema to be recognized as a global brand with Ukrainian heritage, emphasizing the quality of Ukrainian craftsmanship.

Looking ahead, both Guzema and Lenha express optimism. 'For me, it’s very important that in these 10 years, the world understands the Ukrainian craft. Not just a brand that survived in spite of war but one that can show the Ukrainian identity, its hospitality, and of course, we would love to be all over the world in 10 years,' Valeriya Guzema stated. Mariana Lenha added, 'I only see a bright future. We have prepared for anything, but I feel like we’re in the right spot right now for the U.S. market.'