NouvelleBox Unwraps a New US Show

The Parisian showroom is going stateside with its first trade event in New York City, featuring a dozen brands from four continents.

Launched in 2021 as a global digital marketplace for independent designers and after hosting live events in the French capital, NouvelleBox is entering the US market with a showcase taking place from February 4 to 6 at the Chelsea Hotel in New York City.

Featured brands include Akillis, Ashley Zhang, Atelier Lïya, Hargreaves Stockholm, Kiaia, Milamore, Mysteryjoy, Nakard by Nak Armstrong, Patricia Arango, Sally Skoufis, Statement Paris, and Van Gelder.

NouvelleBox founder Darren Hildrow outlines the new offering the showcase aims to bring to retailers, as well as the differences between European jewelry collectors and their American counterparts.

What do you expect from this new trade show in the US?
Over the past two years, NouvelleBox has gained a reputation as one of the most desirable showrooms in Paris. However, even though we host a wealth of US talent at the shows and on the digital platform, and although we have good relationships with many of the major US retailers, the showroom is not widely known in the US amongst the independent jewelry stores. Already we have many wonderful smaller independent stores lined up to come to the New York show at the Chelsea Hotel. Our hope and aim are that the brands at the show have the opportunity to create new working relationships with these stores and that NouvelleBox opens its doors to an even wider and more exciting retail audience.

How different is the US market from the French one in terms of tastes and demand?
The US and European market are vastly different in the way that they work. [Europe] is cautious and relational whereas the US is much more transactional and more willing to take a risk. A close friend once likened working with European buyers to a “mating dance” — the store will see you, speak to you a few times, watch the product for a season or two, receive a few emails and over a period of time and then finally place an order. Whereas the US buyer will see it, love it, buy it!
The US brand Eden Presley has shown with us several times in Paris. On her first show Gwen [Myers, the designer] asked, “Are the buyers here always like this? Is this normal?” referring to their cautious approach. Having been used to showing in the US, Gwen immediately noticed the difference. Orders are gained, but it often takes more time and effort.
In terms of style, the French and Europeans tend to lean more towards the petite or finer designs whereas the US buyer is not afraid to go big, go bold!

How did you select the designers you are showcasing?
One of the main selection criteria for both the shows in the US and Paris is whether each brand is offering something unique. There are a many generic brands in the market, which is okay; I have nothing against that. However, at the NouvelleBox shows I want the buyer to come and find something different, for each brand to have their own unique point of view. Also, coming from a making background, I believe there must be a high level of craftsmanship: Whether the pieces are made on the bench of if they are made overseas, the buyer needs to have the assurance they will be buying something of the highest quality that will last for generations.

How do you see NouvelleBox evolving in the US?
NouvelleBox has been slowly evolving over the past three years. Our ultimate aim is simply to help the brands under our care grow in the marketplace and to give an opportunity for the retailer to find new and exciting talent that can expand their customer base.
We have no plans for world domination; we always want to keep the shows intimate and to the highest quality, whether that be in New York or Paris. I would hope that over the next couple of years the NouvelleBox.com digital platform becomes a tool that is used and enjoyed by retailers across the US and that the shows become a destination for stores who want to find the most exciting talent in jewelry.