FoundRae Fine Jewelry

Spacesmith, a woman-owned architecture and design firm, and FoundRae, the fine jewelry brand founded by female entrepreneur Beth Hutchens, continued their creative partnership with the design of FoundRae’s newest flagship at 777 Madison Avenue. The team, led by Principal Ambar Margarida, renovated a landmarked Upper East Side building into the 1,600 sf boutique –transforming a compact commercial space into an immersive sanctuary of self-discovery, blending history, symbolism, and sustainability. Inspired by FoundRae’s Strength Tenet—a celebration of resilience and transformation—and Diana Vreeland’s iconic “Garden in Hell” apartment, the design embodies bold color, narrative, and intention. The brand’s focus is on helping clients create custom pieces that become modern family heirlooms, making comfort central to the creative process. This highly considered, feminine approach brings meaning to the space just as Beth helps clients bring meaning to each piece. Throughout the store, Tenets referencing wholeness, protection, resilience, love, vivacity and more, feature prominently. Visitors are enveloped in a palette of vivid cinnabar red that coats the walls and lacquered cabinetry. Lighting, designed with Studio Atomic founder Paola Pietrantoni, enhances the jewelry’s brilliance while casting a warm, intimate glow throughout the boutique. The team produced custom sconces featuring FoundRae symbols that would later become available for sale in the homeware section. Brass inlays in the floor and a hand-painted ceiling mural create a richly layered, museum-like atmosphere. Emphasizing a low-embodied carbon and circular design approach, the team preserved existing walls, ceilings, millwork, and mechanical systems while incorporating FSC-certified woods, non-toxic finishes, and vintage furnishings. This philosophy mirrors FoundRae’s commitment to longevity—creating a space, like its jewelry, meant to be cherished for generations. Together, three woman-led teams have crafted a flagship that embodies strength, sustainability, and storytelling, transforming the fine jewelry retail experience into one of beauty, meaning, and enduring care.