The idyllic seaside setting of Carmel on the Monterey Peninsula in California may make some business owners complacent. But with Fourtané in business for more than 70 years, the Bonifas family looked back at their roots and moved forward, opening a new jewelry flagship store last fall.
“We wanted to bring focus and intent back to our jewelry category, which is the foundation of our business and the expertise of the Bonifas family,” explains Russell Kelly, the company’s chief operating officer.
Founded in 1950, Fourtané specializes in real estate jewelry. Over time, it expanded to include branded and custom jewelry as well as designer watches. The watch category was particularly successful. Now, with the new jewelry flagship opening less than a block away, the “charming little” original store of less than 400 square feet will focus solely on watches, Kelly said. Fourtané also has an official Rolex boutique in San Diego.
A Change of Scenery
The 3,600-square-foot, two-story flagship store is designed to create “openness and space that you won’t find anywhere else in Carmel,” Kelly said, noting that the owners deliberately decided to “not fill every inch.” ”
Style and understated elegance dominate the décor. Neutral tones paired with white oak herringbone flooring, Calacatta marble and Art Deco create the luxurious atmosphere of an old-world Parisian apartment. The upstairs gallery houses the jeweller’s in-house studio and VIP lounge and boasts glass walls with stunning views.
The new store also allows Fourtané to meet the needs of a changing customer base. “We still have our original core customers,” Kelly said, “but we’re welcoming a new, younger group of customers who have absolutely different tastes.”
In particular, he elaborated, “There is an interest in more wearable jewelry that can be worn on a daily basis and may be more understated than in the past. This has nothing to do with event-driven or special occasion purchases.”
A Variety of Partnerships
To achieve this, Fourtané offers pieces from the fourth generation of Florentine jeweler Carolina Bucci, with designs that blend traditional craftsmanship with modern styles. She designed a Carmel special edition of the iconic beaded Forte bracelet and a Lucky Fourtané bracelet specifically for the store. Customers can also design their own custom Forte bracelets or necklaces with a selection of beads and semi-precious stones, Kelly says. The dark wood shelves in the main gallery are filled with Bucci’s Forte beads and decorative marble balls to create a pop of color.
“It’s not about transactional retail,” the COO said. “We wanted to create a jewelry experience, not a shopping destination. Most importantly, it’s actually about being part of the community and welcoming people to spend time here.”
