AVI & CO. - Hammerton Contract


NYC-based SEED Design Solutions Inc. conceived this sleek boutique-style showroom interior for Avi & Co., a luxury watch and jewelry retailer in Manhattan’s Diamond District. Led by Principal Lesly Zamor, the SEED team layered reclaimed woods and natural stone with metallic finishes and faceted surfaces.

Located between 5th and 6th Avenue on West 47th Street, the Diamond District is the primary destination for jewelry shopping in Manhattan. Since World War II, when thousands of Jewish diamond merchants were forced to flee Antwerp and Amsterdam and settled in New York City, the district has become a central player in the global diamond industry.

To clearly differentiate the new Avi & Co. space from the district’s traditional merchant showrooms, SEED Design used a sumptuous yet edgy design palette that spoke directly to a younger upscale audience. “We wanted to strike a hip and innovative tone to signal our client’s unique leadership position in the luxury watch and jewelry industry,” explains Zamor. “We paid particular attention to texture, color and balance in order to achieve a richly luxurious aesthetic that was also clean and modern.”

Photography: Pavel Bendov 2018

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