Jewelry stores can be intimidating. From strict security to perfectly merchandised cases, retailers often institute a confusing velvet rope policy that sends inexperienced customers back out the door before they’ve even had a chance to browse. Not so at Versani, a subterranean space that beckons passersby with upbeat World music and bold contemporary jewelry for men and women. Owner and designer Ara Mansour calls his brand “a lifestyle, an experience, a philosophy” — and has created a space for his loyal clientele to dream, shop, and yes — even dance.

“Ara started making jewelry for himself because he couldn’t find what he was looking for,” explains Yaf Boye-Flaegel, general manager of Versani’s retail division. “His vision was to design for that cool, strong, urban customer who wanted jewelry that could go to work or be worn on the weekend.” The brand’s first location opened in Manhattan in 1992 and featured small gifts and housewares in addition to jewelry, and relocated to the current SoHo storefront in 1998.

Although the store has a footprint of 4,000 square feet, handmade touches throughout the space make the shopping experience intimate and unique. “Ara completely transformed the space,” says Boye-Flaegel, noting that he built everything by hand, including the wood showcases and architectural details. “He loves working with wood — we all joke that he should moonlight as an interior designer.” This completely one-of-a-kind interior is a reflection of the creative spirit of the brand, echoed in Versani’s signature silver and wood collection made from Central American Bocote.

With natural light only coming in through the narrow street-level entryway, the store is able to create an entirely separate world just beneath one of New York City’s premiere shopping districts. The newest and most requested collections sit up front, including the staple “Simply Silver” that features heavy, masculine designs like ID bracelets and chain links. Other standouts include private label watches with black diamonds and sterling silver bracelets; tension-set gemstone chains in blue topaz, garnet or peridot; and the Key Design line that references a keepsake from Mansour’s childhood.

Just out of sight lies the company’s on-site workshop, allowing for custom design to play a major role in Versani’s business. Engagement rings and wedding bands, infused with an expected dose of edginess, are big sellers, as are one-off “Cinderella Rings” made from 18K gold and diamonds. Not made to be sized, these unique pieces have to find their perfect match organically.

Toward the back of the store, Ara is able to give some space to works in progress such as a leather handbag line that debuted last year. Discontinued styles, including jewelry and accessories like lighter cases, belt buckles and money clips, are put on sale here to encourage an impulse purchase. “We really think that having people wear and enjoy our pieces is better than melting them down,” Boye-Flaegel explains. If it sounds like there’s a lot on display at Versani, that’s because there is. “There are easily 2,000 pieces on display at one time,” she says, “but we try to make the flow of the store natural and easy to navigate.”

Although Versani enjoys a loyal clientele and a distinct point of view, Mansour isn’t content to sit back in his store and relax. The brand decided to exhibit at Baselworld last year, even though the economy was still in the midst of major turmoil. “Very few independent retailers would take that step,” he says. “But you have to take risks to continue growing.”

TRY THIS

Extra Points for Personalization UAlthough Versani offers branded boxes with purchase, they also stock a selection of handcrafted presentation cases made in Poland. Placed right by the register, these special add-ons give the customer another way to customize a gift for a loved one.

SHOP TALK

“There’s a certain type of customer that we call the ‘President Bush.’ The nickname started during George W’s tenure, and it refers to clients that are often architects or engineers who purchase custom pieces. We wanted a way to tell our production team that every detail needs to be precise, so it’s code for absolute perfection!” — Boye-Flaegel