WHAT BEGAN AS a small Williamsburg storefront in Brooklyn has evolved into an emerging jewelry empire with a cult following.
Catbird, founded by Rony Vardi in 2004, is credited with launching trends like permanent jewelry, stackable rings and layered necklaces. The brand is in the midst of an ambitious expansion plan, opening its ninth location in Chicago in April and its 10th in Philadelphia in May.
Catbird has demonstrated how thoughtful growth and community-focused experiences can drive retail success. The brand also has locations in New York City, Los Angeles, Boston, San Francisco, and Georgetown.
The stores are intentionally intimate, with old, dark wood display cases that exude warmth and history. Vintage chandeliers cast a soft, flattering glow over the jewelry, while antique mirrors reflect light throughout the space.
Thoughtful display techniques add to the comfortable ambience. Pieces are showcased in shadow-box displays that tell a visual story.
Delicate Murano glass accents add pops of color and artistic flair, complementing the jewelry without overwhelming it. The overall effect is one of approachable luxury — precious without pretension.
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“The ways we display the jewelry, the use of repurposed fixtures and objects in the stores, will always be consistent,” explains Sriya Karumanchi, vice-president of marketing at Catbird.
The layout prioritizes interaction, with generous try-on counters for rings and charms that invite customers to touch, feel and experiment.
These tactile experiences are central to Catbird’s retail philosophy. In newer locations like Chicago, they’ve expanded their ring try-on counter and created dedicated personalization hubs for customization options.
The Chicago opening represented Catbird’s first foray into the Midwest region.
“It’s been on our radar for quite some time,” Karumanchi says of Chicago. “There’s been consistent web traffic year over year and there’s brand recognition in the city. It’s a community eager to see us there.”
This data-driven approach to expansion highlights an important lesson: Catbird relies on e-commerce metrics to identify markets with demonstrated demand before committing to physical locations.
One impressive aspect of Catbird’s retail-growth strategy is the “Forever Bracelet” concept, introduced in 2017. Known as “Zapping,” this permanent jewelry service has become a phenomenon, with over 150,000 customers zapped since its launch.
The popularity of this service demonstrates how experiential retail can transform a simple transaction into a memorable event. The Chicago store emphasizes these experiences, encouraging group zapping events and custom necklace appointments during which customers can design charm necklaces with gemstones, lockets, and signature chains that are laser-welded together in-store.
Throughout each Catbird location, visitors can find unexpected treasures dispersed among the jewelry displays.
“We always want little elements of surprise so people can walk away with something,” Karumanchi says. “Little luxuries like candles, incense, ceramics, hand creams or lip balms, peppered throughout the store.” These add-ons create multiple price point options for customers who might not be ready to invest in fine jewelry.
The retailer continues to expand its offerings, introducing more lockets, charm holders for layering, and classic pieces like larger signet rings and tennis bracelets, while also increasing color gemstone options. The mission remains focused on making precious jewelry feel unfussy and appropriate for everyday wear.
“It’s instant, easy jewelry. We want everyone who walks in to see something that is for them,” says Karumanchi. Each piece is wear-tested to ensure quality and durability.
Catbird’s omnichannel strategy recognizes the symbiotic relationship between physical and online retail.
“We want to meet our customers where they are at,” she says. “A localized online presence grows in response to having a store in a new market. It is an all-channel strategy when you think about it that way.”
Catbird’s success offers valuable insights: Create an immersive, distinctive store environment that tells your brand story, use data to guide expansion, develop memorable in-store experiences, maintain brand consistency while adapting to local markets, and recognize that physical stores and online presence strengthen each other when thoughtfully integrated.
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