FoundRae, the cult-followed fine jewelry brand, is opening a new flagship in The Moore building of the Miami Design District.
When someone selects a FoundRae item, they select a carefully crafted, energetically intentional, story-drenched, soon-to-be heirloom. The energy and anthology woven into the making of the piece aim to show the world, and the wearer, one’s self-commitment to alchemize their desired reality. It is no surprise the flagship is finding its fit in a building duped as the crown jewel of the district.
The century-old Moore building features a 1920s Neoclassical exterior juxtaposed with a modern Zaha Hadid installation perched four stories high. Playing homage to the building’s legacy, the new FoundRae space intertwines classical elements such as; ornate, hand-painted ceiling cornices, one-of-a-kind wallpaper and artisanal hand-blown glass sconces. Visitors won’t forget where they are when they note the brand principles, Dream, Karma and Wholeness sported on the sconces.
For FoundRae’s founder Beth Hutchens the new home in the Moore building is serendipitous, “I’m excited about opening a flagship in the Miami Design District, and in The Moore building in particular. We approach the design of our stores the same way we approach the design of our jewelry collections: inspired by historical references and time-honored artisanal techniques. We incorporate these elements in a modern, fresh way that feels personally relevant. I hope the store design makes people feel connected to a past legacy, but also inspires them to go forth and shape their own futures.”
To invite guests in, the flagship boasts an in-house jewelry workshop visible from the store’s exterior and an internal seating area where clients can enjoy a bench jeweler and hand-engraver making their magic. To further set the energy right the store features a long entryway, dining room and baby grand piano, curated to emulate a home centered around a grand library.
Creating the look and feel of this library was an essential nod to the brand’s identity which has always drawn inspiration from literature and symbolism. To this day leather-bound tomes are still used to display the jewelry.
To seal the deal, is FoundRae Miami’s unique store seal, located on the front entrance and featuring a shell motif. Clients can further their individualized Miami Foundrae experience by browsing the jewelry design exclusive to the design district location.
The intention behind the store's physical, artistic approach serves as a reminder of Foundrae’s deeper spiritual goal—that a person should pursue a thoughtful and meaningful life. Clients can use the Foundrae’s universal language of symbols, letters and numbers to create personalized heirlooms that reflect their experiences, journeys, beliefs and hopes.
Find out for yourself at Foundrae in the Miami Design District, 4012 NE 2nd Avenue starting October 18th.
